Histoires de Parfums is a perfume niche-brand, a library of scents that tells stories about characters, basic materials, music and symbolical years. Luxury, poetry and creativity are the key-words of this famous French Maison de Parfum.
As part of the launch of a new eau de parfum which has « no name », Le Flacon Bleu, a bare bottle defined as a « blank page » on which the customer writes up his own story, the brand required a strategy based on transmedia storytelling.
In view of this, Gerald Ghislain, founder of Histoires de Parfums drew on the skills and the expertise of students in MSc Fashion Marketing, Design & Brand Strategies to carry out a brand strategy. To do so, students worked with this blue bottle, in both a 60ml and 120ml versions, which would take part the private collection of Histoires de Parfums and some of the benefits would be offered to charitable foundations.
In addition to the brief marketing given by Mr. Ghislain, they also had to focus their work on two main lines:
- taking into account the societal commitment in the corporate philosophy of Histoires de Parfums,
- implement an educational approach in order to involve the customers in charitable activities.
Last month, they presented their project to Gerald Ghislain and his team at the headquarters of Histoires de Parfums, in the presence of their professor Mireille Pacquet who conducted students throughout their study case.
For Maurizio Serena, Program Director, this collaboration is “a real opportunity for students to work on an authentic company situtation and to obtain an internship in an important French Maison de Parfumerie. Working on this kind of project, definitely offers students conditions for putting into practice interactive transmedia storytelling methods by using different media platforms. They also gained practical knowledge by dealing with digital issues and transmedia contents in order to promote and communicate by a developed brand strategy.”