Imagine the ideal and relevant shopping experience of luxury fragrances for Asian women
With the rise of Asia as an economic superpower, many luxury fragrance brands have been courting a new generation of consumers, eager to discover and adopt the finest international brands. The culture of fragrance in Asia is very different from Western countries. As a consequence, women in China, Japan or Korea, for instance, may think that Western fragrances are just for special occasions; they don’t know when and how to put on perfume. Also, they are not used to the gestures and may be reluctant to spray fragrances directly on their skins. Finally, they might not know how to choose a fragrance nor are they familiar with offering a perfume to someone else, although they think it could be a great present.
Picture a typical department store in a big Asian city such as Seoul, Tokyo or Shanghai. There are many luxury fragrance brands with beauty counters, all using a similar, imported language and experience to entice women shoppers. What should a brand that wants to stand out do? How can a luxury brand connect to Asian women and give them advice, tips and information about the brands and the fragrances?
We need your creative talent to reinvent the shopping experience for a luxury fine-fragrances brand.
Invent a unique and memorable in-store experience for Asian women to get into the world of luxury fragrances.
We’re looking for ideas that may happen at any stage of the experience: either being introduced to a new perfume, getting to know it, immersing women into a brand’s universe, learning new gestures or finding gifts recommendations. So you can think about anything related to the design of the beauty counter, the visual displays, the way brand ambassadors talk about the fragrances or how consumers learn and experience. Your in-store experiences could include an online or mobile component if that is relevant and adds to the experience.
Women will buy its fragrances for themselves or as a gift.
Our client is a high-luxury brand, who has strong expertise in fragrance: they have their own perfume designer and they use only the best quality natural ingredients. They know that the world of fragrances can be intimidating. Reinventing the store experience is a way to appeal to women in Japan, China, Korea and other countries in Asia.
There are a high number of foreign brands already competing for women’s attention, so your experience should catch the eye of shoppers and have them want to know more. Think about the many ways you could have someone discover fragrances in general or a specific perfume that they will fall in love with:
- Let them have an exclusive sensorial moment, either private or collective, emotional or playful;
- Have them discover the components of fragrances, and initiate them;
- Let them discover the “language” of fragrances, and become addicted to them;
- Help them identify the fragrance that is best suited to them.
Your challenge is to balance the mystique and appeal of a luxury brand while making its world of fragrances more accessible, relevant and appealing to Asian women of China, Korea, Japan but also Indonesia, Singapore and other countries. Whatever experiences you create, make sure it fits a luxury brand, not a mass-market perfume brand heavy on sales promotions.
In your presentation of ideas, please answer three questions in a few lines:
- How does your idea capture the attention of a woman in a store?
- How does your idea help build a local culture of using fragrance?
- What makes your idea appropriate for a luxury brand?
The examples are only provided to illustrate our expectations. Please do not use them in your submission or it will be rejected.
In Western counties, fragrance brands have used experiences such as: special embroidered handkerchiefs used to smell the different perfumes, as opposed to spraying it on the skin, a consultant that will match a fragrance to your skin type but also personality, or a particular moment, an online club giving you access to privileges in partnership with a famous bank (similar to perks for VIP banking customers), a scented candle offered as a trial so women can take the time to be sure they like the perfume…
Your task is to imagine how these experiences can be reinvented and evolved to match Asian women’s tastes and habits.
- #1 Prize €3,000
- #2 Prize €1,500
- #3 Prize €500
A presentation with your ideas with illustrations to bring them to life (4 pages max).
The objective of this brief is to suggest original, interesting and relevant ways for a luxury fragrance brand to seduce women who are not used to buying fine fragrances, or simply don’t know how it is used; and turn them into more regular and frequent customers. The best ideas will deliver holistic, well thought through experiences with a unifying theme, as opposed to a collection of disparate activities. Awards will go to the ideas that suggest something that is designed to the specificities of Asian women (either be Japanese, Chinese, Korean or other countries)
Guidelines for this contest
- Have in mind the specificities of Japanese, Chinese, Korean or other Asian women’s tastes. It’s important that you just don’t import ideas from the US or Europe. We know this does not work in Asia.
- If you don’t know these places in Asian well, try to feel what’s different and imagine how a brand can be relevant there.
- Keep in mind that this is luxury fragrance, not an ordinary perfume.
- Your idea needs to take place inside a store (department store, brand retail store, duty free).
- It is not about creating a new perfume or product but about designing an experience that will captivate Chinese, Japanese or Korean women so much so that they will buy the product either for themselves or as a gift.
- Stay away from discounts or sales gimmicks in your experience.
- Ideas around occasions like Mother's Day, Valentine's Day, Christmas and Chinese New Year are fine. We also welcome ideas that are not linked to special occasions.
- Please make sure you answer the 3 questions mentionned in the brief.
- Entries should be in English, Chinese or Japanese.
- Authorizations and licenses to use protected elements (incl. music, photos..) must include at least: (i) the right to incorporate the protected elements in new works that are derived or based upon these elements, (ii) the right to use for commercial purposes and (iii) the right to use on the Internet. You must be able to provide a written proof of these authorizations and licenses at any time.
eYeka standard guidelines
- Do not show any personal details in the entry (name, contact number, e-mail address, etc.).
- Keep the source files / working files of your entry until the winners have been announced as they may be needed.
- Your participation must comply with the rules you accepted when you joined the contest.
- Your entry has to be your own work to be considered into the contest. If you have included protected elements (music, photographs, designs, fonts, etc.), make sure to fill in the Legal Information section when you upload. You may be asked to provide the authorizations and licenses to use such elements.
- You must be able to provide the written authorizations from each of the authors and actors who have contributed to the entry.
- Do not depict sexual, violent, religious, political content or any illicit content as per the rules.
- Any entry that fails to comply with these rules will not be considered for the contest.