PushPuff
A scent customizer unveiling your true essence to the world, capturing the enchanting allure of your soul.
Spring 2023
14 weeks
Branding & Packaging Design, Product design, Business Strategy
Products
Step 1:
For those seeking to enjoy the experience from the comfort of their own homes, PushPuff offers a convenient platform where users can take a scent personality test to select from 16 exquisite scents perfectly tailored to their preferences.
Step 2:
users will then receive 16 scent cards to test out those scents and choose 6 of them to start building the perfume.
Step 3:
Use the perfume customization box to build your own perfume!
Step 4:
If you love the perfume you've crafted, you have the option to order a full-size bottle of your creation using the exact formula you developed.
Research
Perfume Market
In 2023, the worldwide perfume market is valued at 53 billion dollars, with projections indicating it will reach 80 billion dollars by 2030. Nevertheless, China's market share is a mere 2.5% of the global perfume market. This signifies a significant growth potential for the perfume industry in China.
Customization Market in China
47% of Gen Z purchase uniquely scented perfumes. It is obvious that there is a need for unique scents rather than well-known scents.
In the 1st tier cities, people are willing to pay for perfume education. It is an opportunity for customers to gain more knowledge about perfume and have more involved experience with the products.
Opportunities
Emotion Oriented Perfume Purchase
77% of global consumers seek fragrances that could bring emotional benefits
More than half of people aged between 12-34 choose their scent based on their mood
Trends
Encouraging Self-expression
Young consumers are seeking new and exciting ways to express themselves, freed from conventional gender norms and emboldened by a hedonistic, post-pandemic lust for life. Fragrance brands are increasingly exploring customization and more inclusive communication to make them feel represented while enabling them to tell their story through scent.
Custom Services
A novel way to engage younger demographics
Explore various scents at a reasonably low price
Consumer Interview Insights
Branding
Discover the romance and uniqueness of PushPuff, where you'll embark on a soulful journey of self-discovery, crafting a scent that captures the essence of your truest self.
Line of Products
Scent Book
Perfume Customization Box
50ml Perfume
Key Attributes
Self-expression
Your unique scents
Personalization
Own your process
Exploration
Looking for the right one
Recreation
Supportive environment
Trustworthy
High quality products
Target Audience
Primary:
Young adults (19-25), mostly Gen Z
Highly influenced by social media
Looking for activities in leisure time
Willing to try out new things
Value social connection with others
Secondary:
Mid-aged people (25-35), mostly millennials
The major workforce in the industry
Highly experienced with perfume
Looking into high quality and good service
Moodboard - Creative Lab
Logo Combination
