E-mail: ellie.kirby2002@gmail.com Phone: 07895549830
For a project with Estée Lauder, we were tasked with designing a physical space for one of its brands, AERIN, with a focus on their fragrance collections. We identified the "scent memories" trend, which taps into consumers' nostalgia and desire for personalized, meaningful experiences. This trend resonates with AERIN’s fragrances, allowing consumers to connect with scents that evoke personal memories.
As project manager and lead designer, I created mock-ups in Adobe Illustrator for a seasonal flower cart concept. The cart featured seasonal blooms to attract consumers and enhance the experience by offering scent-layering advice, allowing them to craft their own scent memories. Three design variations demonstrated how the cart could transition across seasons.
The mood board was created to convey the aesthetic of the project, featuring personal images from AERIN and Estée Lauder, paired with nostalgic iconography and visuals symbolizing scent memories. It was presented to the client to illustrate the concept, and the client felt it perfectly aligned with the brand's values and identity. The positive reception encouraged further exploration of the idea, leading to the development of the final concept.
As part of the creative brief, we were tasked with developing a marketing campaign and strategy. We launched the campaign #FRAGRANCEFORTHOUGHT, primarily executed through Instagram. The AERIN account would initially share the scent memories that inspired many of its fragrances, encouraging consumers to join the conversation by posting their own nostalgic images using the custom hashtag.
The campaign aimed to generate online buzz while engaging with the nostalgia-driven trend we had identified. Additionally, participants using the hashtag had the opportunity to be featured on digital screens in physical stores, with incentives such as free samples offered to those featured. This strategy was designed to attract consumers into stores, encouraging them to explore the product range and create memorable, personalized experiences.
