JO – a fragrance mist for the woman who rejects typical feminine culture.
"Go through your day with an audacious attitude and a burst of boldness"
Approachable, confident, relaxed
When the modern tomboy sees this packaging design at their favorite store, they will be attracted to it because of its ability to stand out by being subtle. JO Fragrance knows its great, it does not need embellishments and a strong scent to be confident. Although simple on the outside, the inside is full of personality and excitement that will appeal to the woman comfortable in her own body.
Demographics: Ages 18-30; female; most likely single; blue or white color position;
Psychographics: Although simple, tomboys typically have wild personalities and are very fun individuals. They like to stay active, hang out with their male friends, spend time outdoors, and watch sporting events. They are comfortable in their own skin so they don’t dress up most of the time and usually don’t wear makeup or jewelry. They are confident, boisterous, approachable and relaxed.
Tomboys will appreciate that someone has finally reached out to them and discovered their personality and aura. Considering typical perfumes don’t do this, most tomboys may have strayed away from fragrances. This is where the advertising comes in.
There are a few fragrances that tomboys have grown accustomed to not because of their packaging, but because their scent is not as strong/flowery and all the other perfumes. These perfumes include: Burberry, Hugo Boss, The Body Shop Dreams Unlimited, CK One, and D&G Light Blue. Most of these have feminine, yet very simple looking bottles. They have a fresh, more natural scent and tomboys heard about it from other friends.
The consumer (the tomboy) will go to their favorite store (likely Target, Old Navy, or Pac Sun), and they will notice a new product: JO. They will be oddly appealed to it, because typically they do not go shopping for perfumes. However, they interact with the packaging and the bottle and try on the perfume. They notice the intricate details of the packaging and the bottle. They realize that it enhances their current natural body scent and makes them feel more confident, yet does not stand out. Not only is it an engaging design and scent, but it comes with an affordable price tag which is not typical for perfumes.