Felicity

COTY COSMETICS

• Founded in Paris, 1904
• A rich history of innovation in both fragrance as well as marketing
• Worth $4.6 billion (2014)
• 47+ brands
• 29% of the market share

INDUSTRY TRENDS

• All natural ingredients
• Environmentally friendly manufacturing process
• Ethical claims of products not being tested on animals

INDUSTRY OPPORTUNITY

• Aromatherapy and therapeutic oils
• $4 billion industry
• The industry is growing 15%+ annually
• Actually proven to reduce stress

YOGA TARGET

• 30-45-year-old women
• $75,000+ income
• Mindful of her physical, mental and spiritual health
• practices yoga weekly

NEW FRAGRANCE CONCEPT

A body fragrance that refreshes the senses and rejuvenates the mind. A rich blend of herbal extracts and scents that brings you the serenity you long for.

CONCEPT RATIONALE

• Target audience sees health as more than just the physical which reverberates with the brand personality
• No such product in the industry 
• No high-end, premium brand in the yoga spray category
• Coty has no presence in the category
• Includes two 4 oz spray bottles:
  • Energy essential fragrance for before yoga
  • Relaxation essential fragrance for after yoga

BRAND STORY

Any exercise is key for the body, but there’s something about Yoga that makes it more than that. Yoga gives me a moment of peaceful stillness in this hectic world; it allows me to mentally and spiritually enter a different zone. And the last thing I would want is to have this Yoga moment disrupted. I want my environment to be perfect, my surroundings pristine. I want the afterglow of this freshness with me well after my Yoga moment ends. My moment of bliss. My moment, of Felicity.

USA DISTRIBUTION 

MACY’S

• Stores and website
• 65% of shoppers are between ages 35-55
• Over 842 stores in the U.S

NORDSTROM

• Stores and website
• Targets affluent 25-55 year olds
• 260 stores in 30 of the 50 states

GLOBAL DISTRIBUTION

• Placement in Adidas retail stores
• Adidas is not a competitor
• Aligns with Coty Beauty’s strategy of strengthening global markets
• Cologne prices are similar to Felicity
• Felicity’s advertisements would show models in Adidas apparel in exchange for the shelf space
• Partnership will be negotiated by Coty Beauty

SHELVING PLACEMENT

• Adidas: Placed in yoga aisle allowing for creative display of the product inside selected yoga mats
• Nordstrom’s: Placed in the athletic wear section, set up aesthetically near the clothes
• Macy’s: Placed in the fragrance section in a branded display case

IN-STORE ADVERTISEMENTS

In order to attract people to our products, and to generate traffic at our distributor’s stores we will have:

• Ceiling dangler ads in yoga section
• Standees ads near fragrance aisle

MARKETING CAMPAIGN

• Press Release: Focused on their enthusiasm to develop a product for an activity which they value as an important part of human health
• Print Ads (2-3): Themed around the serenity of yoga
• Instagram & Pinterest: Showing posts about yoga lifestyle, tips, inspirational quotes, difficult yoga poses, etc
• Online Gurus: Instructional yoga video series on Felicity’s website. Forums for questioning

PRODUCT PRICING

• Felicity will be sold at $35
• Established as a premium product in the category