After redefining our target consumer for our fragrance, opting for a much older demographic than we had initially decided on, we asked our selves, "Who would be our ideal consumer?" After some initial research, we came across Linda Rodin, 65 year-old style icon and maverick.
Rodin started out her career as a model but is now concentrating on her eponymous line of skincare products. She has also earned a considerable amount of attention for her impeccable sense of style, modelling for the likes of J. Crew, Karen Walker and The Row. For us, she symbolises the notion that style really has no age, defying the conventions usually associated with the over 50 demographic. Our focus is now; "how can we appeal to this age group, without being condescending of their age?" The answer lies in creating a contemporary classic fragrance, embodying the idea of 'ageless style'.
Rodin has a painted a clearer picture of our ideal consumer. They are; a stylish city-dweller, an avid traveller, have a penchant for Scandinavian interiors, participate in yoga and Pilates, roam the isles of Space N.K. at the weekend, have a wardrobe full of classic French-inspired pieces from the likes of Whistles and COS (as well as the odd Chanel jacket), they read Harper's Bazaar and The Gentlewoman in their free time and walk their beloved dog.
I found this quote on Rodin's website, which is a principle she was raised on, "There is beauty in simplicity". I love this and believe it perfectly summaries the premise of our fragrance.