Sleep &Shine - promotional plan booklet

During the start-up of our initial research for our solution, we began identifying and
analysing current trends within the fragrance, beauty and aromatherapy industry.
Five key macro trends caught our attention, which we felt had potential within
the fragrance industry to be used to create an innovative and on-trend concept.
Ingredients: Ingredients are a particular interest area due to the high proportion of people
taking a greater interest in and using fragrances containing natural ingredients. 62% of
millennial women, read and reread products’ ingredient labels before making a purchase,
in order to steer clear of certain “nasty” ingredients (Kinonen, 2016). Brands may benefit
from highlighting natural and botanical ingredients in air fresheners as well as offering
other advantages to using air care products, such as aromatherapy (Mintel, 2016).
Aromatherapy: Mintel’s analyst insight showed increasing evidence behind the 2016
mindfulness trend. Research has suggested that the meditational technique mindfulness could
be a more effective way of treating chronic types of pain compared to traditional medicinal
approaches. Mindfulness has become something of a buzzword in recent years, as an increasing
proportion of adults have turned to the technique to help manage their stress (Mintel, 2016).
Sleep: Gwyneth Paltrow has declared that sleep is as important to health and
beauty as a good diet, predicting that “clean sleeping” will become one of the
biggest health trends of 2017, paving the way for health and beauty brands to tap
into people’s bedtime rituals in order to help improve sleep quality (Mintel, 2017).
Technology: Smartphones have been widely adopted by the general public, there has been
increasing interest among the public in using apps to improve health and fitness, and as a result,
the number of apps focused on these issues has grown exponentially (Sience Direct, 2016). A
survey ran by the sleep foundation showed that amongst users that get less than 6 hours sleep
per night, 32% think that technology would help them be healthier (Sleep Foundation, 2015).
Personalisation: Customisation is moving mainstream which suggests a drive in value.
Consumers, particularly Millennials, are coming to expect personalisation as part of the
experience as they look for products that reflect their sense of individuality ((Moeglin,
2016). Research shows that consumers are hungry for a personalised experience.
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