My Brand Based on Natural Rituals

“S P E C T R U M”

Targeted towards Gen Z and their known mental health struggles, SPECTRUM uses aromatherapy to enhance mental health and wellbeing 🍃 The room diffuser which uses essential oils, links to an app where you log your moods & daily plan (this becomes a morning ritual). The app then releases aromas which for example, will steer you into a more focused / happy / positive mood; for example, lavender scents help reduce stress, helps ease depression, has been suggested to minimise headache/migraine pains. Similarly, rosemary scents help improve memory and have stimulating properties which can fight mental fatigue. The product also comes with mini mood sprays, so you can adjust them throughout the day on the go, depending on your emotional needs. All ingredients used are natural & the packaging is all made from recycled materials. Ultimately I believe the brand ties everything into my initial theme of Natural Rituals 🌼

Looking at my target consumer of Gen Z, I became aware that in the age of political instability, environmental crises, living more online than in real life and of course the current pandemic, Gen Z focus on their physical + mental health a lot more than other generations. They are more evident to voice about feeling low and seeking help.

I also found that the home spa and home beauty sector saw a 71% growth in 2017, showing us people are seeking more help for themselves now.

My target consumer is between the ages of 15-25 and is still in education.

They are independent, social butterflies and like to be heard. They strive to succeed, they are political, and they connect well with their emotions. Although they are tech consumed, they seek moments of calm, especially through experiences in brands they buy into.

The following images are slides taken from my individual Brief 5 presentation, these show the insights into what the brand really is, how the customers will be targeted, and a behind the scenes look into brand & product development:

Inspiration for the brand came from multiple sources…

1. The brand Muji and their simplicity. Their home diffusers are one of their most sought after products, and I saw these as soon as I walked into one of their New York stores - they are a focal point as they're interesting looking.

2. PureGlow home spa systems help relaxation, I liked their quirky design.

3. KylieSkin bottles as I like their simplistic, transparent packaging, and of course they are mini sizes, like I imagined my brand's portable scents would be.

4. Colour-changing LED lights as I wanted an led band around the diffuser to symbolise the mood.

5. Similarly to previous lights, something from my childhood, mood rings as they’re changeable throughout the day, and definitely would be memorable to my consumer.

SPECTRUM will collaborate with musicians such as Frank Ocean, who have a similar relaxed vibe to the brand. Frank would promote the product through sponsored posts, and he also would have an input into the app.

The Stem 4 charity is focused on young people’s mental health and would be a great support system for consumers to know about. I wanted the app to include a helpline which directs to the charity.

OUTCOMES:

Print ad campaign in form of informative posters,

Pop up stalls at unis and colleges, handing out free samples, informing of aromatherapy benefits, giving advice on mental health subjects,

Instagram countdown over 4 months with prize draws as an incentive to follow,

Launch party will be based around The Color Factory interactive museum in New York, as it is focused on real life experiences and is tailored to feel very personal.

ROUTE TO CONSUMER:

Influencer strategy of young celebrities such as Jessy Nelson and the who have been vocal about mental health struggles,

The brand will be active over social media: facebook, twitter, Instagram and tiktok - emphasising their image and connection to their consumers,

There will be pop-up installations within UK cities which will link to the print ad campaign posters.

Finally, below are some 'behind the scenes' images into the development and thought processes for the brand name and logo, and the features and benefits of the products themselves:

Mia

xo