JADE COPPER
FASHION PROMOTION
‘HEROINE’ BY HELP
FOR HEROES
BA(HONS) FASHION
MEDIA
YEAR 3
Heroine by Help for Heroes
Heroine is the first female fragrance launched by the charity Help for Heroes.
Help for Heroes has raised over £150 million pounds for wounded servicemen and their
families.
Currently the charity raises the majority of funds through donations from the public but also
sells branded clothing and jewellery on its website www.helpforheroes.org.uk/shop.
Launching a fragrance will be the perfect was to raise the profile of the charity’s online shop
and therefore raise vital funds
The fragrance market is notoriously competitive and new scents need to have a unique
selling point to succeed. The fact that the proceeds from sales go directly to charity will be
the key factor in attracting customers who not only want to smell amazingly but want to be
socially responsible.
There are currently 2000 armed service charities in the UK with a joint yearly income of
£800 MILLION POUNDS. The armed forces are attracting popular support as people grow
tired with constant wars and feel empathy when we are inundated with the images of
soldiers who are injured in the line of duty in the press. It is currently seen as almost trendy
to support these charities and I want to take advantage of this trend.
The Fragrance will be sold for a limited two month period in November and December. This
will coincide with Remembrance Day and also take advantage of the Christmas sales market.
This is traditionally when most perfume sales are made. When something is limited edition
it often experiences a peak amount of sales very quickly as consumers want to feel like they
own something which not everyone will be able to get their hands on.
The fragrance will be sold as a 50ml Eau de Toilette for £12.00. The price point is cheap for
a perfume and reflects the fact that I want the perfume to sit at the lower end of the
market. The designer/high end fragrance market is very competitive and saturated with big
names who have even bigger budgets that as a charity Help for Heroes could not compete
with. Twelve pounds is a reasonable figure that I believe will not alienate consumers who
will also be happy that they are receiving something in return for their money rather than
simply donating.
The fragrance is sweet smelling. As I want a maximum amount of customers I did not want
to market an outlandish scent. The main ingredients are rose and jasmine but to avoid
sickliness this will be counteracted with the woody tones of sandalwood and oakmoss.
Female
Aged 20-50
College educated
NRS Grade B,C1
Likes to help others
Intermediate occupations (clerical,
sales, service)
Donates to charity regularly
Could be married/have children
Earns over £20,000 (has some disposable income)
Attitudes and beliefs: environmentally conscious, not religious,
image conscious but doesn’t avidly follow trends
Newspaper: The Sun
Magazines: Take a Break, Love it!, That’s life, Chat, Womens
Weekly, More, Bella
Supermarkets: Tesco, Sainsburys, Morrisons (middle market)
Computer literate
Shops on the high street- Primark, H&M, Next ,Marks and
Spencer
Logo and Packaging
Help for Heroes is an established charity who already have a
recognisable logo. It would be silly to create as new one
when we want customers to immediately recognise the
brand on the perfume box. The medal connotes heroics
which links in with my chosen fragrance name.
The packaging will be light blue, dark blue and red. These are the colours of the
three parts of the armed forces- the army, navy and the RAF. The colour gold will
also feature which represents a gold medal.
PR
As Help for Heroes is a charity it does not have a large advertising budget. The
charity relies heavily on PR to help it feature in magazines and generate publicity. I
would send a press release along with a sample of the perfume to several beauty
writers on magazines which have the same target reader as my perfumes target
consumer. This means that I would not send it to high end publications such a Vogue
because the price point of my perfume is low.
Examples of publications I would send press release/sample to
Magazines and people who I would send press release to:
Take a Break: Liz Wilde- Beauty Writer
That’s life: Lisa Glassock- Beauty Editor
Bella:
Womans Own:
Womans Weekly:
Love it!: Charlie Bell- Lifestyle Editor
Erin Carfiff- Editorial Assistant
Reveal: Lucy Moon- Beauty Assistant
Amber Ascroft- Beauty Intern
Closer: Matilda Stanley- Style and Beauty Assistant
Maddy Biddulph- Beauty Editor
More: Poppy Lara- Beauty Editor
Zara Kenyon- Junior Beauty Writer
Annie Vischer: Beauty Intern
Look: Samantha Freedman- Beauty Writer
Katie Chan- Beauty Editor
Victoria Jouett- Beauty Intern
Stylist: Samantha Flowers: Deputy Beauty Editor
As all of the magazines I would send the press release and samples to are weekly magazines
I would send them 1 month before the release date of the perfume. On average magazines
take ten days from the copy deadline to reach retailers. If I sent my press release 1 month
before the 1ST of November this would give ample time for it to be featured in an editoral. I
would not want the fragrance mentioned too early as people may forget about it before the
release day.
Mock up of possible editorial coverage for Heroine earned through PR in Stylist magazine’s
the Style List Feature.
Heroine by Help for Heroes
Heroine is the first female fragrance launched by the charity ‘Help for Heroes’. Heroine
captures the sweetness of the outdoors. Imagine joy and passion bottled, a total symphony
of scent.
Heroine is an effortlessly feminine fragrance. It blends a scent of pure innocence which is
immediately apparent in the sweet notes of rose and jasmine with the sensuality and
rawness of a mixture of woody tones, most notably sandalwood and oakmoss.
The perfume is the perfect way for consumers to support the charity without simply just
fundraising or donating. Launching on The 1st of November for a limited two month period
on the Help for Heroes website www.helpforheroes.org.uk/shop/ all profits will go directly
to the charity and therefore you can rest assured that every penny raised will be used to
provide practical support to our men and women in the Armed Forces.
Since it was set up in 2007 by Bryn Parry OBE and his wife Emma Parry OBE Help for Heroes
has raised over 150 million pounds which it uses to support our servicemen and women
alongside their families. In the five years since it was started the charity has built four state
of the art rehabilitation centres and aims to help injured personnel get back to doing what
they enjoy most.
Head of PR and Marketing for the charity Jade Copper believes the release of this new
fragrance will not only help consumers feel amazing by providing them with a stunning
scent but by helping them to fulfil a moral obligation to provide assistance to those who
have earned it. It will give the customer new scope to be positive that they have
accessorised themselves with a perfume that’s unique selling point is that it celebrates
some incredible achievements and helps give something back, an innovative combination of
the fragrance and charity sectors.
Symbolic of a medal connoting heroism the colour gold lends itself to adorning the box that
contains the scent bottle. In keeping with the charity identity the colours navy, red and blue
also feature, making the packaging instantly recognisable.
Heroine is available as a 50ml Eau de Toilette natural spray for £12 direct from
www.helpforheroes.org.uk/shop
For visuals or further samples please contact Jade Copper on 02074640845 or email [email protected]
Help for Heroes already raises a giant amount of funds from its online store. It sells lots of
womens clothing accessories and jewellery. Branching out into limited edition cosmetics
could be the next step after this fragrance. A bright red lipstick and blue/red nail varnish
could be marketed in exactly the same way and the colours would still be symbolic of the
charity. Here are some examples of the items available for sale on the website.
Here is how the perfume would look on the Help for Heroes website.
Partnership with The Sun Newspaper
Help for Heroes and the Sun newspaper have often joined forces to raise money for injured
troops. The benefits for both parties are obvious. The Sun gets to associate itself with a
giant charity and gets to look like it is a force for good that cares and Help for Heroes gets to
reach the Sun’s giant readership which is over 2 million people per day. I contacted the
press office of Help for Heroes and the advertising department of the Sun and both parties
told me that the charity would be able to advertise free of charge inside the newspaper.
This helps to keep the budget as low as possible. Here are some adverts that have already
featured inside the Sun newspaper in relation to Help for Heroes. These adverts all stick to
the same theme of asking the reader what they can do to help. The advert for ‘Heroine’ will
stick to this theme but will also answer the question by showing the person who sees the
advert that they can help by buying the fragrance.
Some of the images I took at a military parade for my advertising campaign.
Final advert
The advert will be a double page spread in the middle of the Sunday edition of newspaper.
The model is looking directly at the reader. The double page spread will be eyecatching and
does not overload the reader with information. It tells the reader that ‘Heroine’ is a
fragrance being sold by Help for Heroes and that all profits will go directly to the charity. It
also tells the reader the price, launch date and where to go to buy the fragrance. One of the
initial problems I had with the fact that the perfume will be sold exclusively online (to avoid
any profit having to go to third partys) is that people will not be able to smell it. To
overcome this problem I have decided to include
scent strips inside the newspaper. When you open
the newspaper you will therefore immediately be
drawn to the page which includes the advert and the
scent strip as it will be thicker than the others. This
also means people will be more likely to look at the
advert rather than just flick past it as you would
normally when reading a newspaper. According to
ABC the Sun on Sunday sold an average of 2,010,826
copies in January 2013. I found a company online at
global trade website alibaba.com who make these
scent strips at a cost us $0.0034 (with a minimum
order of 5000 units). I contacted them and to
produce 2 million would take them 3 weeks
(including delivery) and would cost me $6800 (or
£4492).
Scent insert
Final advert