A Creative Brief for Sarah Jessica Parker's New Fragrance, Covet

Client Information: Sarah Jessica Parker’s new fragrance Covet

Project: To create a commercial advertising Sarah Jessica Parker’s new fragrance Covet.

Prepared by: Brand Management Team/Client

Approved by: Advertising agency

Background/Overview: We, the client, come to the advertising agency to promote SJP’s new fragrance, Covet. We want to establish it as a brand separate from her previous perfume, Lovely, and give it an identity of its own. Covet’s competitive environment most likely includes other celebrity endorsed perfumes, such as Lancome’s Magnifique with Anne Hathaway, or Estee Lauder’s Pleasures with Gwyneth Paltrow, which are both targeted to sophisticated women. We believe Covet’s success will emerge from SJP’s withstanding popularity from her Sex and the City character, Carrie Bradshaw, who is highly fashion forward and audacious, and the fact that in general, SJP has a vibrant and exciting personality, carrying that through to her perfume.

The objective/ purpose of the ad: To create a perfume that women “have to have.” A perfume that exudes boldness, daringness, and wonder. The purpose of the commercial is to feed the curiosity of its consumers; it needs to make women want to smell the perfume and to buy the perfume.

Target Audience: The perfume has a muskier under layer than SJP’s pervious and ultra-feminine perfume Lovely, so this fragrance is intended to be genderless. Though as it is presented by SJP it may certainly gravitate to upscale, and outgoing women, like Carrie Bradshaw.

Single Most Important Thing to Say: “I had to have it.” This conveys to the audience that the perfume is a must-have, and the wearer will do anything to get it.

Supporting Rational and Emotional Reasons to Act: The rational reasons to buy the perfume stem from it not being like any other perfume on the market. It is not like other perfumes that are released once a year or more by celebrities. It is a perfume that has been well-thought over, and its scent has been carefully chosen. SJP has waited 2 years after Lovely to release Covet, identifying it as a brand that comes to the market with new qualities, and is not simply a shadow of Lovely. The emotional reasons to buy the brand are simple. This fragrance encourages women to act differently than their usual selves, be extroverted, daring, and “more aggressive.”

Mandatory Elements, Helpful Information & Insights: Covet’s fragrance includes wet greens, geranium leaves, Sicilian lemon, lavender, chocolate, honeysuckle, magnolia, muguet, must, vetiver, bois de cashmere, teakwood and amber. It is said to have a darker, and earthier scent than Lovely, but its chocolate and vanilla contents mixed with lavender keep it light and sweet (“Now Smell This”)*.

Schedule: The Covet perfume is to be launched by July 2007, which means that the Creative Team needs to begin forming a commercial that communicates SJP’s ideas and beliefs of the new fragrance.

*http://nowsmellthis.blogharbor.com/blog/_archives/2007/7/23/3111059.html