TARGET CONSUMER:
OVERALL: Grabbing the attention of people who are a burst of energy, fun, have a love for adventure, diversity, joy, positivity, carnival, The Amazon and our planet, while toning it down a notch. They are not gravitated toward the loud and bright ALL yellow collection of SOL de Janeiro. They are buyers of the product for the smells and quality. They can still relate and connect with the brand because they love nature and being under the sun.
SPECIFIC TARGET AUDIENCE
Ainsley is 22 years old, born in 1999. After a recent break up she has become closer with her friends and family, particularly her grandma. They have many similarities, given their age difference. They share a love for painting but disagree on color palette. Ainsley loves green, blue and purples while her grandma loves yellow, oranges and blues. When Aisnley learned her grandma was color blinded and only able to see blues and yellows, she had a new appreciation for the color yellow.
SOL de Janeiro is a brand that prides themselves on diversity and joy, both of which have no age limit. Ainsley learned about this company and bought the products for her grandma to feel youthful and smell good but also because she thought maybe her grandma would be able to see the packaging (One from the bar soap line I am creating incorporates yellow but also adds additional colors).
On the outside Ainsley is usually quiet, but for those that know her it’s only around strangers. Once comfortable she can’t stop talking, singing, and laughing. Outgoing, creative, kind, and energetic, is how her friends would describe her.
She does not hate Mondays, but setting goals and routines for herself allows her to handle the pressure of each week. To help manage the week’s stress most Mondays she wakes up early to shower. She listens to music that has a faster paced beat. Morning showers prepare her for the day as well as washes away last week’s pressure. Regularly she blasts music as she showers, getting lost in the lyrics or the beat. Afternoon showers usually are weekends or on her days off. Her hobbies besides art include dance, playing tennis, biking and going to the gym. Afternoon showers come in handy after cycling or heading to the gym. Some nights she uses showers to unwind and relax, other nights like Thirsty Thursday, Fucked up Fridays and Sometimes Saturdays, she uses pop music to amp herself up before hitting clubs, house parties or hanging with friends.
Ainsley dresses boho chic. Her style is inspired by Vanessa Hudgens. Items inside Ainsley’s closet include free-flowing fabrics, distressed denim, bell bottoms, athleisure, boots, birkenstock sandals, bucket hats, blazers, sneakers, heels, fringed cloth with bold patterns, and a wide range of white, black and neutrals to pair with color. Sometimes she purchases clothing made from natural materials.
She has natural material as decor in her home. Her dream home would have exposed beams. But she currently lives in a NYC one bedroom apartment in the east village. The bohemian style is inspired by those who lead an individualistic and out of the ordinary life such as writers, artists, and other free-spirited creatives alike. Ainsley’s apartment decor is a home for her plants, and some vintage furniture with light stained wood. She has white string lights and textured pillows to bring a comfy ambience. Her two favorite plants are Monstera and Calatheas but the ‘medallion’, but she has a Devils Ivy (Pythos) in her kitchen.
Are there fragrances and textures connected with this experience?
All the fragrances are inspired by the Amazon Rainforest.
Morning | The bar soap line I am designing for SOL de Janerio is inspired by their signature Brazilian Bum Bum Cream. The scent I came up with for the mornings is orange, pistachio, and pineapple.
Ainsley prefers to use Regardless Bar Soap in the mornings. It is a great way for her to bring vibrance into the Monday routine regardless of the day / week she had. The soap is also using the ultra-fine sugar crystals and crushed cupuaçu seeds that the original Bum Bum Cream uses.
Afternoon | After biking, dance, tennis or the gym Ainsley uses Love or Lust. The soap is an exfoliant to really remove dead skin and sweat after physical activities.
Night | At night time no matter a bath or a shower Ainsley likes to use Bad Habits. The texture is smooth with no seeds or exfoliant beads. Because she likes routine before going out with friends or inviting them over for a night in, she always gets herself ready for the night with the fragrance of avocado, guava and passion flower.
3 songs | Based on 3 times of day, Morning, Afternoon and Night
Morning | RAYE, Rudimental – Regardless – Orange + Pineapple + Pistachio https://www.youtube.com/watch?v=dmhqDfsOVV4
Afternoon | 24kGoldn – Love or Lust – Canary Melon + Acai Berry + Coconut
Evening | Ed Sheeran – Bad Habits [Joel Corry Remix] – Avocado + Guava + Passion Flower
CONCEPT BOARDS:
- The first one is for the target consumer Ainsley and brand feel
- Rebranding Morning, Afternoon and Night soap wrappers.
