Grasse aux pays des merveilles

AFTER DARK
COMMUNICATION PLAN
Charlotte BOUGES, Mia FLAUGNATTI, Akshit AGARWAL, Barbara PUIG, Sesley XIAOYU CHEN
 Summary & Objectives

I. About the perfume
Grasse au pays des merveilles
The brief
Semiotics and brand codes
II. Activation plan III. Tools & ressources for
Before festival activation
During festival
PR kits, In-store promotion...
After festival
Activation final timeline
Graphics - social media, website...

Objectives :
To build a strategy to promote the After Dark perfume
To develop the notoriety and image of the Festival Grasse
au Pays des Merveilles and to promote the great interest of
Grasse and its region
Grasse and the festival
Grasse, world capital of fragrances
is a French commune in Provence, located in the Alpes-
Maritimes department in the Provence-Alpes-Côte
d'Azur region.

Grasse au pays des merveilles

Inspiration from Alice in Wonderland, Lewis Carroll
Fragrance and Art festival
Financed by the Baudelaire funds
Perfume, theater, music, dance, tale, sculpture,
photography
10 days of exhibition from great perfume houses,
of shows, stroll
 AFTER DARK
Head Note
About the
Juicy pomegranate, citric Mexican Lima, and
deep guava
perfume
Heart Note
Dulce de Leche, with a floral blend of
Jasmine and Tuberose, and Chili

Base Note After Dark

GRASSE

Dried hibiscus flower and sandalwood Eau de parfum

60 ML / 2 FL OZ

Name inspired from

Salma Hayek's dance to the song From
Dusk till Dawn in Quentin Tarantino's
film
 SEMIOTICS & Brand Codes
Symbols Keywords
Sensual Mysterious Ivresse
Masquerade Mask Snake Red Rose
Seductive Transform
Perfume Label
Colour Codes
Red: Live force, Love, Passion

Black: Mystery, Sin After Dark

GRASSE
Gold: Prestige, Wealth, Luxury

White: Purity Eau de parfum

60 ML / 2 FL OZ
 Target audience
«She goes to museums and
Demographics art galleries during the day &
25+ women, financially dives into sassy bars at night ;
well off she enjoys green smoothies
after working out & takes joy in
Psychological a glass of Classic Manhattan
Characteristic after work; she loves exploring
Mature, sophisticate, new things and travels around
confident, passionate, the city; she listens to podcast
independent regularly& attends bookclub
gathering sometimes »

Touch Points
- Online: Instagram, Twitter, podcast, fashioned magazine official web ( eg. Elle.for,
vogue.fr)
- Offline: galleries, cafés, fitness studios, bars/lounges/ modern chic destinations( eg. Les
Marais) bookstores
Before the festival
How to create buzz around this festival
one month before ? Activation &
During the festival Communication
How to promote the perfume during a
10 days festival ? Strategy:
After the festival
Until December and future plans of
expansion if the perfume is successful
A 3-step process
 Pre Launch BUZZ
To create a buzz , we have a pre launch
event. Small Masquerade masks of alice
have been hidden around the city of
Grasse. Once you find it, you need to click a
picture and post in online. These masks can
be traded in the store for After dark
merchandise !
Podcasts and Radio Marketing
Use Radio as a platform to communicate
about the perfume, different sales point and
events around the city related to after dark.
Podcasts can serve as a platform to talk
about the inspiration, ingredients and
storytelling of the perfume.
Print Media
Print media is essential for Marketing
We aim to get articles, write ups and
columns in top magazines like vogue, elle
etc. & Newspapers. We also want to have
flyers and posters placed strategically
around the city and festival
Before
festival
Let's create the BUZZ !
Influencer Marketing & Live Streaming
Have strategic influencer and KOL's mapped
and leverage them for influencer marketing and
hype the launch of After Dark.We also have
KOL's do live streaming of the perfume .After
Dark would be sent to them well in advance for
them to try and plan thier content.
 Build Brand.com
Building a website for after dark is essential to give
it credibility,open up an ecommerce channel and
start the process of building a CRM database. LIke
any other luxury brand, the after dark website will
be luxurious yet mysterious, have a engaging
landing pages and lead magnets
Social Media Challenge - #AliceAfterDark
We live in the age of Social media challenges, where you
need your content to only only be engaging but also viral.
With #AliceAfterDark challenge we want customers to
show us their day and night look after they use the After
dark perfume to transform. Best ones get a shout out.
Discount Coupons & Promo's
Discount coupons can help to boost the initial sales of
the perfume and get the ball rolling. We want to
provide discount coupons with the tickets to events of
the festival and museums in Grasse.The percentage
of discount will be minimal as we still want to let the
brand image be premium and exquisite.
Organic and Paid Media Marketing
We want to start with a balanced split between Paid,
owned and earned media. Initially more focus on organic
growth,SEO,SEA and getting for traffic for the website
and pages.Later venturing into paid partnerships, ads
boost and paid social media marketing and paid
collaborations.
During festival
Photo Booth
A photo booth especially created to fit the
aesthetic of the perfume
People will have 3 weeks to post their picture on
their social media account with #grasseXafterdark
to try to win a free fragrance
Smelling kiosk
People can smell and try the fragrance in a smelling
kiosk placed in the festival

Promote the perfume through the

festival activities
Organizing a photoshoot in collaboration with the
photographers of the festival with our photo booth
Organizing olfactory workshops with After Dark
Projecting the After Dark film before the plays
During festival
fter Dark
A
Sales point in the festival
Example of charms
The festival will endorse a sales
kiosk for the After dark perfume
Blotters
Customization & Personalisation
ONLY during the festival you can get your name or
of your loved one engraved on the perfume bottle
giving it a personal touch.

You can also buy a range of After Dark Charms for

your bottle to add Drama and feel more like Alice.
After Dark
GRASSE

Store Fronts & Displays Eau de parfum

60 ML / 2 FL OZ

All store windows will get a makeover with a mysterious

display with alice themed mannequins, masks, flowers
and symbols to attract the passerby customers.Store
that have more footfall will have a big replica bottle of
after dark as a center piece.
 PR KITS
Invitation and tickets to the Festival
A Press Release
Product Fact Sheet
Samples of After Dark
Brochure, Posters and Flyers
Social media links & After Dark Video In Store Activation Kits
Semiotics of After Dark Perfume
Fact sheet & FAQ's Stock of After Dark Perfume
Staff Brief Sheet
After Dark
Product Quotation Sheet
GWP- Samples
After Dark Snake Blotters After Dark

Merchandising tools
GRASSE

EAu de parfum
60 ML / 2 FL OZ

Materials for In Store Window Display

POS Materials
Posters,Flyers,Brochure
 After Dark continues after the festival
Perfume/Festival related Filter Themed Afternoon Tea Pop-up at Iconic Chic Places
In partnership with Snapchat and Instagram In collaboration with famous Establish pop-ups at iconic places
to produce After Dark themed filter to pâtisseries (Pierre Hermé/Laduree) (concept stores located in Les Marais)
encourage people to post and engage or heritage hotels (The Pennisula/ to showcase the perfume /recreate the
social media initiatives: encourage ppl to The Ritz/ Four Seasons) to create vibe of the festival with interactive
share their photos with official hashtag themed afternoon tea set featuring installations; also as a temporary
the tone of the perfume and the channel for retail
festival

After Dark
GRASSE

Eau de parfum
60 ML / 2 FL OZ
Éditorial Podcast Series
Content: centering on the idea of
“multi-identity” and “glamorous
adventure”, women from various
industries will be invited to share
their story of self-discovery and
exciting encounterswith the
audience (like Modern Love) ; the
editorial podcast will create a
community of customers who
shares the same vibe and spirit the
perfume embodies so as to
strengthen customer loyalty
Limited Edition &
Festivals Packs
Hooks & Anchors throughout the year
Expand the influence and
popularity of the perfume by
coming up with limited holiday
edition, eg Valentines Day Special
Bottle Design with gold leaves,
and holiday gifting package; the
special edition will be available at
major department stores
Exclusive After Dark Events
"Luck you "
With every purchase, customers can
enter into a lottery where if they are
lucky a few selected customers will
win a invitation to exclusive "AFTER
DARK Masquerade Party" which is by
invite only. This party will be held at
famous Speakeasy bar/clubs.

After Dark

After Dark
GRASSE

EAu de parfum
60 ML / 2 FL OZ

After Dark
GRASSE

Eau de parfum
60 ML / 2 FL OZ
After Dark would have multiple
avenues of Merchandising tools like After Dark

Product, Visual, Omnichannel and

Digital to have 360 degree outlook.
After Dark
EAu de parfum

Gift with Purchase (GWP)

After Dark 6ml testers

After Dark Mini Roll ons After Dark
Travel Pouch with every Perfume
After Dark Bracelets
Festival and Perfume themed Bags
Activation Final timeline
June July August September October November December
Step 1 Step 2 Step 3
Before festival During festival After festival
Christmas edition

Pre Launch Event Store Fronts Afternoon Tea party collaboration (Pierre Hermé, Ladurée, Angelina etc)

Brand.com Customization & Black Friday

Personalisation
Pop-up at Iconic Chic Places Limited Edition

Podcast + radio Photo Booth « Lucky You » event

Social media Smelling kiosk Billboard ads at strategic location, Video ads in Cinemas, Plays and on Digital platforms

Print Marketing Sales points Performance Review

for Expansion
Graphics - social media accounts, website etc, Influencers
afterdark

After Dark
GRASSE

Eau de parfum
60 ML / 2 FL OZ
 Thank you !
Get your #AFTERDARK Perfume Now !

Charlotte BOUGES, Mia FLAUGNATTI, Akshit AGARWAL, Barbara PUIG, Sesley XIAOYU CHEN
 Graphics Sneak Peak

After Dark
After Dark
GRASSE

EAu de parfum
60 ML / 2 FL OZ
After Dark

After Dark
EAu de parfum
After Dark
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EAu de parfum
60 ML / 2 FL OZ