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. The space needed to be driven by current and future trends, tapping into what they're consumers are driven by. 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 a team we generated ideas, concepts and mock-ups, so we could pitch the ideas to estee lauder in-person. Our main idea was to create a flower cart which 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 concept board was created to convey demonstrate aesthetic of the project to the client during the earlier stages of concept development, so they could get a sense of the direction we were heading as well as given the opportunity for feedback with Estée lauder. the board features personal images from AERIN and Estée Lauder, paired with nostalgic iconography and visuals symbolizing scent memories. 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.
