Transcript Scenterprises a Division of Susan Phillips Enterprises, Ltd.

Division of
U.S.A. Distributor of
Fragrance Ambassador’s Presentation
September - December, 2009
Welcome to:
We invite you to join our Fragrance Experience
We look forward to your participation
WHO IS SCENTERPRISES?
• A global fragrance consultancy founded in 1992
• Launched numerous successful and profitable fragrances
• Assisted in re-branding fragrance Co’s / & their products
• Developed licensing opportunities for major apparel
companies for the personal care market
• U.S.A. Distributor of The Perfume Studio
• Develops Environmental Scent Branding initiatives
THE SCENTERPRISES TEAM
Sue Phillips, Founder & President
• 30+ years experience in the Beauty Industry
• Senior executive positions:
Tiffany & Co., Lancôme, Arden
• Brand responsibility:
for Burberrys, Chopard, Davidoff, Diane Von
Furstenberg, Lancôme, Oilily, Trish McEvoy and Avon
• Former F.I.T. adjunct professor:
• Recognized Global Expert.:
Cosmetics & Fragrance Mktg
Fragrance, cosmetics, personal care fields
SUE PHILLIPS - CAREER HIGHLIGHTS
• Created Tiffany
perfume/Men,
& Burberrys
• Initiated promotional strategy • Launched Chopard fragrance -
Society/ Burberrys for Men
Davidoff Cool Water and Zino Davidoff
for Women at Sak’s Fifth Avenue
• Developed original fragrances -
three Trish McEvoy fragrances
• Collaborated with Diane Von Furstenberg
• Developed Avon’s Products:
on Avon home scents
“Beauty Begins at Home” home fragrances,
Avon Wellness, health & wellness business and Avon candle category
THE SCENTERPRISES TEAM
Joanne Cardello, Vice President of Marketing
• 25+ years experience in the Beauty Industry
• Global and domestic senior executive marketing positions
P&G Prestige, The Estee Lauder Companies, Parfums Givenchy, Yves Saint Laurent
• Brand management responsibility:
Dunhill, Montblanc, Izod,
Tommy Bahama, Origins, Tommy Hilfiger, Aramis and Prescriptives
JOANNE CARDELLO - CAREER HIGHLIGHTS
• Created licensing agreement:
First Izod fragrance
between Gemini Cosmetics, Inc. and Phillips-Van Heusen
• Concept and fragrance development:
Directed package design
and advertising for Tommy Bahama Set Sail South Seas for Men & Women
• Led creation:
Dunhill Pursuit, Fresh, Pure, Femme de Montblanc and
Montblanc 100th Anniversary commemorative diamond fragrances
SCENTERPRISES LTD.
PARTIAL CLIENT LIST
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Avon Inc.
AromaSys
Brandaroma
Burberrys Ltd.
Bath & Body Works
Chanel
Corincraft UK
Coty Inc.
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Danskin
Elizabeth Arden
Lancaster
Lancôme
Oilily
Tiffany & Co.
Trish McEvoy
The Perfume Studio UK
SCENTERPRISES LTD. SERVICES
• Brand Building
• Concept Development
• Product Development
• Creative & Strategic Marketing
• Promotional Alliances
• Licensing
• U.S. Distributor for Britain’s THE PERFUME STUDIO
custom blended high quality perfumes
• Collaborate with major Hotels, Casinos, Spas & Resorts
to ‘scent-brand’ properties
THE PERFUME STUDIO
MISSION STATEMENT
Life is about personal joys and experience.
The Perfume Studio mission:
to provide everyone with a unique multi-sensory
experience by offering the opportunity to create
a custom fragrance.
Creating and wearing a personal custom fragrance using some
of the world’s finest perfume blends is a compelling experience.
THE PERFUME STUDIO
EXECUTIVE SUMMARY Cont’d
• To attract a growing number of independent representatives:
Ladies Nights Out, Salons, Spas, Bridal Market, Corporate and Event Planners etc.
• To offer Fragrance Ambassadors an opportunity:
to generate a
2nd source of income and to recruit many qualified unemployed people.
• To take the next four months:
to platform Scenterprises as THE Custom
Perfume Experience Co. and generate press, interest & ‘buzz’.
• To begin 2010:
with balanced inventory and a lean yet effective management
team to generate sales of $1million and to grow the business to $10million in 5 years.
to target
THE PERFUME STUDIO HISTORY
• The Perfume Studio
distributed by Scenterprises Ltd.
• The U.K. Company founded in 2002:
in response to a shift in
the industry and consumer trend towards personalization and bespoke products
• Opportunity:
Clients to create own Signature fragrance of the highest quality
• A range of 18 blends:
• Mix & Match Design:
designed by a master perfumer
to create your own bespoke perfume
THE PERFUME STUDIO HISTORY
• Business started by hosting perfume parties, bachelorette
parties and corporate events
• Today The Perfume Studio signature fragrances
are available in U.K.’s premier beauty and health
spas including Champneys Health Resorts
and Stoke Park Club Spa as well as
through a large team of Independent
Consultants throughout U.K. & Europe
• Scenterprises Ltd. named U.S. distributor for The
Perfume Studio in November 2008
• Events held in New York, Philadelphia, San Diego, Los
Angeles, and in Bloomingdale’s, New York as a trunk
show vendor
THE PERFUME STUDIO DESCRIPTION
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The Perfume Studio experience takes guests on a fragrance journey,
guiding them through 18 exquisite perfume blends made with the finest
ingredients
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The final destination is a unique bespoke perfume
created by the guest for herself or himself
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The session begins with a lifestyle questionnaire
that helps determine fragrance preferences
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The questionnaire acts as an ice breaker and gets
attendees talking and sharing
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The Fragrance Ambassador gives a short entertaining lecture about the
history and structure of fragrance
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Much like a wine tasting, guests explore the wonderful world of scent by
sampling the blends which include floral, citrus, musky, mossy, fruity,
spicy and woody notes, there is something for everyone
THE PERFUME STUDIO DESCRIPTION
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Guests test each of the 18 blends and decide which ones are liked best
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By smelling them together they choose which blends work well in
combination and which they would prefer to leave out
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Three or four blends are selected and this becomes their personal formula
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Once guests make their selection, the Fragrance Ambassador custom
blends the formula into a lovely designer purse spray for women or
elegant canister for men
THE PERFUME STUDIO DESCRIPTION
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The experience is fun, informative and ultimately rewarding; at
the end of the session guests take home their unique fragrance
and receive a certificate bearing the name that they choose for
their fragrance
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The entire process takes approximately 1 to 1½ hours and may
be tailored to specific needs.
THE PERFUME STUDIO DESCRIPTION
The Perfume Studio lends itself to a variety of different
experiences, whatever the occasion:
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Private Consultation –
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Perfume Party –
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Bridal Shower / Bachelorette Party –
the ultimate way to experience The Perfume Studio,
spend time with a trained Fragrance Ambassador to create a signature fragrance
either at home or a venue, a Fragrance Ambassador will host
event as guests create their own unique perfume; guests learn how fragrances are
created by perfumers; they discover their personal preferences and have a fun, unique
interactive experience
the perfect way to start the
celebration, everyone creates and takes home their custom perfume
THE PERFUME STUDIO DESCRIPTION
• Corporate Entertaining –
a fun and unique experience for business men and
women, clients and management alike
• Team Building –
teams go head-to-head testing a variety of skills as
they create a fragrance and brand to capture the
market; alternatively, take an “Apprentice Challenge”
and create a fragrance to sell the same day
• Spas and Salons –
an ideal way to generate incremental income and added
value to clients; after a spa treatment why not create
their own perfume?
THE PERFUME STUDIO TESTIMONIALS
“I had so much fun. The event was so fabulous, and I met such
wonderful people there.
I had such a great experience, and learned so much from you.
You have such an array of knowledge, and such excellent stories.
I absolutely love my new custom blended fragrance. It smells
so beautiful. I can't wait to wear it around with my friends.”
Bridget Masaryk, Connecticut
THE PERFUME STUDIO TESTIMONIALS
“$85 is comparable to most of the 100ml bottles of perfume
currently in the marketplace. However, I felt comfortable paying
that amount for a 20ml bottle because it was custom.” Karen G.,
Assistant Buyer, Women’s Designer Fragrances, Macy’s East
“I absolutely just adore my new fragrance. This has been such
a wonderful experience and I am so excited to take the class
again in January.” Nina C. Yacavino
THE PERFUME STUDIO TESTIMONIALS
“I found the event to be fun as well as informative. It was so interesting
to learn how fragrances are created. The beginning of the event was very
telling because by answering a series of unrelated questions you could
already tell what type of fragrance you would be drawn to. Then finding out
about all the different types of top, middle, and bottom notes of a fragrance
were fascinating.
Fragrance is such a personal thing and the fact that each individual came
out of the class having created their own fragrance was a fabulous thing. I
truly enjoyed learning so much about a product that I have always
loved. Thank you for a great experience.” Felicia Coppola, New York
THE PERFUME STUDIO TESTIMONIALS
“A fascinating experience. I wish I'd brought that special woman so I could have
bought her that special gift." Neil M. of San Diego
“Wasn't it a fun day!! Your presentation was wonderful, and I think we've piqued
the interest of several of the attendees.” Karen Dubin, Founder Sniffapalooza
“THANK YOU for the opportunity to be a part of you presentation. I truly enjoyed
myself and think you are on the brink of something really special. I have always
believed that fragrance makes the world a better place because it is all about
memories, emotions and passion and to aid people to release these aspects of
their character is a testament to what we do as guardians of this magical
substance.” Walter Johnsen – Fragrance Developer & Motivational Speaker
THE PERFUME STUDIO POSITIONING
The Perfume Studio is a Niche Brand that
offers a unique experiential alternative to
celebrity and designer fragrances sold in
department stores.
It offers affordable luxury at suggested
retail prices in the range of $85.00 to
$135.00.
TRENDS & CRITICAL NEEDS
PERSONALIZATION
• A major trend is consumer’s high expectations for
personalized experience
• There is no product that defines personalization as much
as the iPod – the proof is in The Apple store sales figures
• The Perfume Studio not only offers a personal experience
but customers leave the event with a custom blended
perfume created and named by them
• It’s interactive, creative, informative about the joys
and magical wonder of olfactory sense.
TRENDS & CRITICAL NEEDS
RETAILERS GET PERSONAL
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Luxury Specialty and Department store comparable-store
sales continue to decline due to slowed consumer spending
and unemployment
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Retailers are ‘Romancing the Shopper’ by getting personal intimate gatherings range from informal presentations in
private homes or hotels to in-store events after business
hours to inspire shopping by offering an exclusive experience
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The Perfume Studio is on trend and timely with its offering of
a personal fragrance experience that may take place in a wide
range of locations from in home to the selling floor of a retailer
TRENDS & CRITICAL NEEDS
SPENDING RESPONSIBLY
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Wellness and personalization are important issues that
encompass feeling good about oneself
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One true constant is that women and a growing number of
men still feel the need to look and feel their best despite the
current gloom and doom of the economy
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Vanity continues to grow even while wallets shrink
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The Perfume Studio provides a guilt-free, feel-good experience
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The sense of smell is connected with emotions in the brain.
A fragrance is an instant mood booster providing feelings of
looking and feeling good
TRENDS & CRITICAL NEEDS
EMOTIONAL CONNECTION
• It is critical to have an emotional connection with the
consumer
• Many luxury retailers and designers are hosting intimate
gatherings that range from informal presentations in private
homes or hotels to in-store events to inspire shopping by
offering an exclusive experience and interaction
• This is exactly the strategy of The Perfume Studio; to
create an interactive, intimate experience that is
informative, creative and fun
TRENDS & CRITICAL NEEDS
OPPORTUNITY
• In today’s economy many people are looking for a second
source of income
• Some are seeking new opportunities as a result of
unemployment
• The Perfume Studio offers the opportunity to become an
Independent Fragrance Ambassador consultant
• Training is provided, and with a minimal investment in
the Starter Kit with its components, consultants are in
business making an immediate return on their investment
TARGET MARKET
• The opportunity to create sensory events is
limitless!
• ‘Newness’ and Innovation will be the keys to
success and profitability for companies in
today’s down economy
• Consumers will still spend money if there is
a compelling reason to do so
TARGET MARKET
 Independent Fragrance
Ambassadors
 Salons and Spas
 Retailers interested in generating
business via in-store events to
attract customers
 Gift Experience Companies
 City Experience Companies
 Bridal Market
 Ladies Night Out Events
 Women’s Groups & Organizations
 Country Club & Golf Club Members
 Couples Events and Spouse
Programs
 Hospitality and Concierge Markets
Resorts
Cruise Lines
Corporations
Event Planners
Hospitals – Get Well
Fragrance Experience
Museums
Sensorial Events - Chefs,
Musicians & Wine Companies
 Beauty Schools – For a fee offer
training course and 20 ml perfume
for each attendee -an opportunity
to reach potential F.A’s
 Colleges (FIT)
 Fund-raising opportunities
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GENERAL PROFILE OF TARGET MARKET
• Men and Women of all ages who love fragrance
• Luxury consumers cautious about spending
• Consumers who are confused with plethora of celebrity,
designer, sports figure fragrances
• Consumers seeking a unique personalized gift experience
who are highly receptive to forming an emotional connection
GENERAL PROFILE OF TARGET MARKET
• Those interested in being involved in the process of
creating their own fragrance
• Corporate event planners seeking team-building events
• and spouse programs
• Salon and Spa clients who want to look and feel good and
• are motivated to create their own custom ‘bespoke’ fragrance
COMPETITION
Custom Perfumery is still very new in the USA, however
some independent retailers are beginning to offer a
range of single note ingredients for consumers to
select their preference.
The ‘experience’ event as well as the Custom Creation
of a perfume is still very unique. We offer exquisite blends.
This is a niche opportunity for us to excel and grow
MARKETING PLAN
• E-Mail Marketing
– Monthly News Letter mailings via Constant Contact
• Seasonal Seminars
– Perfume seminars for Christmas, Valentine’s Day, Mother’s &
Father’s Days
• Recruiting
– Aggressive effort to increase number of Fragrance Ambassadors
by on-line job postings
• Networking
– Local networking at Women’s Organizations and Trade Shows
• Word-Of-Mouth
– Viral word-of-mouth Marketing Campaign
CHANNELS OF DISTRIBUTION
SALONS & SPAS:
The Nile Institute – Launched June 7, 2009
West Hollywood, CA 90069
Bodicures – Launch September 2009
For the body, mind & spirit
Mamaroneck, New York 10543
The Lancôme Boutique – Launch October 2009
201 Columbus Avenue
New York, New York 10023
Fontainebleau Hotel & Spa– Miami, Florida – November 2009
CHANNELS OF DISTRIBUTION
FRAGRANCE AMBASSADORS:
Raquel Hentzel, Miami, Florida
Beth Weiss, Cedarhurst, New York
Miriam Vareldzis, Portland, Oregon
CONCIERGE SERVICES:
Quintessentially
353 Lexington Avenue, 3rd Floor
New York, NY 10016
GIFT EXPERIENCE COMPANIES:
Great American Days, Inc.
www.GreatAmericanDays.com
65 Roswell Street Suite 300
Alpharetta, GA 30004
Exclusive Resorts (September 2009)
60 East 55th Street, 23A
New York, NY 10022
PRICING STRATEGY
The Perfume Studio products are competitively priced at the
mid range of the luxury segment to offer an extraordinary unique
‘experience’ and affordable value of creating a Custom Perfume.
Suggested Retail Pricing: Products
Designer Color Sprays 20ml
Diamante Accent Sprays 20ml
Large Canister Sprays – 30ml
Crystal Heart Perfume Bottle 30ml
Scented Candles
Unscented Body Oil
Silver ‘Secret Agent’ Atomizer Pen
$85.00
$95.00
$100.00
$135.00
$45.00
$40.00
$25.00
Pricing for the Seminars:
For ‘at-home’ parties the price to pre-book to attend the Seminar
Experience is $45.00 . Custom Perfume is an additional cost as above.
For Great American Days prices range from $175.00 per person to
$125.00 for groups of 20 or more which includes the seminar and perfume.
SALES STRATEGY
• Create a network of Fragrance
Ambassadors around the country to
host Perfume Parties and Seminars
• Open accounts with: Salons and Spas
• Develop on-going corporate clients
TARGET CLIENTS
Gift Experience Companies
Bridal Market
Ladies Night Out Events
Women’s Groups & Organizations
Hospitality and Concierge Markets
Country Club & Golf Club Members
Resorts
Cruise Lines
Corporations
Event Planners
Hospitals – Get Well Fragrance Experience
Museums
Sensorial Events collaborating with Chefs, Musicians
& Wine Companies to create a Celebration of the Senses
 Beauty Schools – offer training course – opportunity
to reach potential Fragrance Ambassadors
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PRODUCT RANGE & PRICING
20 ml Purse Spray in Red, Aqua, Green and Pink
$85.00 Suggested Retail Selling Price (excluding consultation fee)
20 ml Diamante Purse Spray in Silver, Gold and Black
$95.00 Suggested Retail Selling Price (excluding consultation fee)
PRODUCT RANGE & PRICING
Hand-Blown Crystal Heart Decanter with 30 ml pour bottle, funnel & pipette
$135.00 Suggested Retail Selling Price (excluding consultation fee)
Silver writing instrument with secret 5 ml atomizer and pipette
$25.00 Suggested Retail Selling Price
PRODUCT RANGE & PRICING
“Design Your Own Fragrance” Kit comes in Fresh, Floral and Oriental
Contains 20 ml Purse Spray, 6 x 5ml blends, 6 blotters, 2 pipettes,
1 step-by step instructional guide
$110.00 each Suggested Retail Selling Price
Fresh – Glorious blends of citrus, bright green tea notes accompanied
by a gentle musk and dreamy happy scents.
Floral – A delightful mix of nighttime jasmine led by heady florals and tender
fragrances including rose and violet leaf with crisp top notes of bergamot and sage.
Oriental – Taste the orient with scents of sandalwood, exotic and sensual
spices, amber and balsamic notes with a hint of mandarin for brightness.
PRODUCT RANGE & PRICING
120 ml Satin Body Oil Spray
$40.00 Suggested Retail Selling Price
Candles scented with blends:
Citrus #1 white
Heady Floral #9 red
Fruity #4 white
Rose Floral #7 red
Balsamic #12 white
$45.00 Suggested Retail Selling Price
Gift Certificate
S.W.O.T. ANALYSIS
Strengths:
• Offers innovative, interactive, creative, informative
Personalized Custom Perfume seminars and events
• Only brand that offers an ‘Experience’
• Luxury positioning at affordable pricing
• Extraordinary high quality perfume blends
• Beautiful packaging
• Guests leave with their own Bespoke Perfume and
Certificate of Registration
Weaknesses:
• Sluggish economy- people not having a lot of
disposable income
S.W.O.T. ANALYSIS
Opportunities:
• Take advantage of multi-opportunity selling points, e.g. Spas,
Salons, Experience Companies, Event Planners, Corporations
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Build a team of Fragrance Ambassadors around the country
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Take advantage of 9.5% unemployment rate by seeking and
training out-of-work professionals who have a love of Beauty and
Wellness and desire their own businesses
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Distinguished against the plethora of celebrity, designer,
commercial fragrances by offering a unique, customized initiative
Threats:
• Increasing number of competitive companies who recognize the
opportunity of Customized Personalized Fragrance blending
Division of
U.S.A. Distributor of
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