The finale of the BBC's
The Apprentice 2008, saw Sir Alan Sugar's would-be proteges, set
the task of designing a perfume, and a bottle, and an
advertising campaign to launch a new gent's fragrance to the
market. Quite a challenge with judges drawn from the likes of
Givenchy and Estee Lauder, as well as Sir Alan. The winner, of
course, did get Hired!
Great Perfume Houses have great scents, but that certainly isnít
the only success criteria! You need to pick and understand your
market, price, promote and present the product and plan your
budget and campaign. Top perfumes are launched on budgets of
tens of millions of dollars! Hopefully you can learn from
othersí failures and spot a gap in the market.
This is a Apprentice style format, great for team building. Each team (4-5) designs
their own perfume and then makes a pitch to the judges Ė they
have to describe the fragrance, the audience, the price, the
market, and describe how they would sell and market it. Only
ultimate team work will ensure you can accomplish this in time.
Teams will be provided with perfume oils to create their
fragrance, research material, a lump of playdoh to create a
bottle design mock-up, and various art materials and magazines
to mock-up an advertising campaign. One Consultant per team is
on hand to offer whatever help is requested.