“To be beautiful and natural is the birthright of every woman.”

– Elizabeth Arden,1916

PRESENTATION OUTLINE

■ Company Overview

■ Research Procedure

■ Research Effectiveness

■ Product Analysis & Findingso Red Dooro Curiouso Pretty

■Recommendations

THE COMPANY

Elizabeth Arden, one of the most recognized names in beauty, is known around the world for quality, elegance, product innovation and it’s iconic Red

Door.

Elizabeth Arden, one of the most recognized names in beauty, is known around the world for quality, elegance, product innovation and it’s iconic Red

Door.

“..is to fulfill the total beauty needs of women around the world. We believe in fostering an enduring connection to our

consumers by offering luxury, service and expertise.”

“..is to fulfill the total beauty needs of women around the world. We believe in fostering an enduring connection to our

consumers by offering luxury, service and expertise.”

Found in 90 countries

worldwide.

Found in 90 countries

worldwide.

We look to the future from the strength of our history, anticipating women’s

changing needs and universal desire for beauty.

We look to the future from the strength of our history, anticipating women’s

changing needs and universal desire for beauty.

VisionVision

MissionMission

RESEARCH

Too vast range of brands

Consumers discussed products and not the

brand

Products existed for each of the different

target markets

Too vast range of brands

Consumers discussed products and not the

brand

Products existed for each of the different

target markets

Products chosen for

discussion & analysis

Products chosen for

discussion & analysis

RESEARCH EFFECTIVENESS

Consumer

Perception

RED DOOR AUDIT

RED DOOR: Key Findings“This is an older woman's perfume. It is way too strong and gives me a headache if anyone near me is wearing it.”

Elegant Old

“it reminds me of my grandmother and just old ladies in general. I would not buy this as a gift for a girl or a young lady”

“When I smell it I think of an older woman, probably because more mature people tend to wear it.”

Globally Recignised

Cheap“Smells like a cheap tacky perfume.”

“It is pretty cheap and you can buy it even at your local price line store.”

“Lots of people know what Red Door smells like, and then know that you buy cheap perfume.”

Classic Not Sexy

“It smells classy but doesn’t come across as romantic or sexy in any way. I wouldn’t have bought it for myself.”

“I'd wear it on a night when I pulled out my LBD, but not on a night when I wanted to feel sexy.”

PRODUCT AUDIT

Relaxing

Relaxing

GentleGentle

“It has a gentle fragrance that has earned me many compliments from my friends.”

“I find the smell a bit weak, but still I like it though its got a nice hollow scent but could do with a bit of a more powerful smell”

“It smells clean and relaxing.”

“Not long after the first spray, I detect a delicate, fruity aroma.”

“I am 'curious' as to where the scent went 10 minutes later. I could not smell it on me at all. It was gone, history, outta here!”

Key Features

The scent is misperceived as

relaxing/gentle, rather than

sensual/exhilarating but has generally positive reception

Key Lexis Markers

Relaxing, Gentle, Delicate, Weak

Key Features

The scent is misperceived as

relaxing/gentle, rather than

sensual/exhilarating but has generally positive reception

Key Lexis Markers

Relaxing, Gentle, Delicate, Weak

ANALYSIS

Focussed PersonalityFocussed

Personality

Misperception (Product)

Misperception (Product)

Product Diffusion models generally accept that celebrities can be influential innovators of

products. (Arnould et al., 2004)

Product Diffusion models generally accept that celebrities can be influential innovators of

products. (Arnould et al., 2004)

The ideal self is influenced by elements of consumer culture, such as heroes or people as

models of achievement or appearance in advertising. (Solomon, 2006)

The ideal self is influenced by elements of consumer culture, such as heroes or people as

models of achievement or appearance in advertising. (Solomon, 2006)

Walker et al. (1992) states that sometimes pairing products with celebrities affects

subjects’ images of those products consistent with the image of the celebrity.

Walker et al. (1992) states that sometimes pairing products with celebrities affects

subjects’ images of those products consistent with the image of the celebrity.

The misperception about the product smell does not seem to negatively influence overall

brand perception

The misperception about the product smell does not seem to negatively influence overall

brand perception

ANALYSIS

PRODUCT AUDIT

Consumer

Perception

PRETTY: Key Findings

“This fragrance should come in handy for any 16 year old who wants a bit of laa-dee-dah”

“Very safe fragrance for a teenager or suitable for work. Meh.”

Innocent

Innocent

“It is a little too innocent and girly for my liking. Teens will probably snap this fragrance up like hotcakes as soon as the price goes down.”

“I came to the conclusion that this fragrance is like a safer, less spectacular version of Clinique Happy.”

“I feel as if I'm slightly out of the intended for this fragrance.” age group

Key Feature

Rather than elegant, the brand

is perceived as ‘innocent’ and

‘safe’.

Key Lexis Markers

Innocent, Safe, Teen, Teenager,

Girly

Key Feature

Rather than elegant, the brand

is perceived as ‘innocent’ and

‘safe’.

Key Lexis Markers

Innocent, Safe, Teen, Teenager,

Girly

“The packaging is super girly pink.”

PRETTY: Key Findings

Transparent Marketing

Transparent Marketing

“I feel as if I'm slightly out of the intended age group for this fragrance.”

“When Elizabeth Arden created Pretty it was obvious that they were intending to crack the younger market. However, with that being said, I would've liked to have seen the company create something unique and refreshing.”

“to me Pretty smells like it's trying too hard to emulate other fruity florals on the market today.”

Key Feature

Findings indicate that consumers are very aware of the underlying business

process

Key Lexis Markers

Try, Intend, Attempt

Key Feature

Findings indicate that consumers are very aware of the underlying business

process

Key Lexis Markers

Try, Intend, Attempt

PRETTY: Key Findings

Lack of Personality

Lack of Personality

“Is this similar to bond girl by avon? Coz the notes are very very similar to that...Gives it similar sense too?.”

“nothing original though. Heaps of similar floral scents already on the market. No 'wow' factor, nothing stands out.”

“I came to the conclusion that this fragrance is like a safer, less spectacular version of Clinique Happy.”“Lack of

personality, though, and yet another disappointment for me. There is nothing about it that will capture your mind. Just ordinary, well made scent, like million of others.”

“but not original scent. Smells so much like Hugo Boss Femme.”

“Inspire by Christina Aguilera came to mind.”

Key Feature

Attempts to draw comparisons to ‘fix’ the product.

Key Lexis Markers

Similar, Ordinary, Safe, Unoriginal

Key Feature

Attempts to draw comparisons to ‘fix’ the product.

Key Lexis Markers

Similar, Ordinary, Safe, Unoriginal

PRETTY: Summary

INTENTIONINTENTION (MIS)PERCEPTION(MIS)PERCEPTION THEORETICAL FINDINGSTHEORETICAL FINDINGS

“The invisible must-have accessory.

Everyday, everywhere. Every

woman wants to feel pretty”

Lack of Personality

Focus

Lack of Personality

Focus

‘Safe’, Innocent

Perception

‘Safe’, Innocent

Perception

Don’t feel marketed

toward

Don’t feel marketed

toward

Brand Personality Theory suggests that distinctive brand personality is essential to creating product differentiation (Aaker, 1997; Solomon, 2006).

A mis-directed/mis-perceived use of semiotics has led to a young and innocent view of Pretty.

ProductProduct Sign (packaging)

Sign (packaging)

Interpretant (consumer)Interpretant (consumer)

“Girly”

Elegant Old ‘Retro’, not ‘Repro’ (Brown, 1999)‘Retro’, not ‘Repro’ (Brown, 1999)

Problem Identified Recommendation

Classic Not Sexy

Globally Recognised

Cheap

Slowly change sales channels (and thereby accessibility) along with price (Kort et al., 2005)

Slowly change sales channels (and thereby accessibility) along with price (Kort et al., 2005)Re

d D

oor

Lack of Personality

Lack of Personality

InnocentInnocent

Transparent Marketing

Transparent Marketing Conduct a semiotic analysis in order to strengthen the

gap between product and sign. (Solomon, 2006)Conduct a semiotic analysis in order to strengthen the

gap between product and sign. (Solomon, 2006)

Personalised consumption meanings(self construction & social identity Solomon, 2006)

emanating from consumer opinions need review to strengthen existent semiotic gap that reflects a

discrepancy in brand personality and perception.Prett

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