Hosting a media preview of the products and their inspiration with the florists, Ecoya General Manager, Claire Barnes says: “We proposed to our florists the idea of creating their perfect bouquet. We worked with our perfumers to create variations of the florist’s ‘bouquets’. Our graphic designers worked with Sean, Kelly and Jardine to create packaging that depicts the essence of the fragrance inside. A really important objective for us was to ensure this was a true collaborative project between us all. The result is magical”. Each is available in both Madison Jar and full-sized jar.
Geranium & Green Leaves was created in collaboration with Jardine Botanic. From Founder and Florist, Jardine Hansen: “I’ve always been mesmerised by the mysterious alchemy of perfume. The way certain notes can be strung together to evoke a feeling or a memory is fascinating. My desire was to create a fragrance reminiscent of a time spent in the Australian bush, a wild and rugged landscape with quiet moments of beauty”.
Tuberose & Fig was created in collaboration with Kelly Karam of Blush: “Of course, I wanted to create a floral scent so I chose some of my absolute favourite fragrant blooms - tuberose and stephanotis - plus fresh orange leaves, earthy fig and deep musk. The result was sultry and feminine, and gorgeous”.
Pomelo, Mint & Vanda Orchid was created in collaboration with Sean Cook of Mr Cook: “Although I work with flowers and fragrance all day, every day, capturing my perfect fragrance required a lot of consideration. I loved the creative process of playing around with the notes and understanding how a perfect scent is curated”.
So you have this brand/product that you love like your own child and you feel you have been working 24/7 to get attention. You have invested lots of money and time in packaging, typing up posts, sharing the products with friends, meeting with retailers and distributors and you feel you are still not getting any traction. What do you do next?
The growth of social media has given rise to influencer marketing, now one of the fastest growing categories in advertising and projected to be a $5-10 billion market by 2020*. A larger percentage of the advertising dollar being invested into this component of the marketing mix naturally means greater pressure on marketers to deliver meaningful results from this medium. There is now an emphasis on conducting due diligence when planning your influencer campaigns, especially around your influencer selection, and in particular their followers.