DIOR EAU SAUVAGE: HISTORY AND CONCEPT

HISTORY OF EAU SAUVAGE

Eau Sauvage is a Dior Classic, created in 1966 by master perfumer Edmond Roudnitska, it has proved to be an eternally masculine, timelessly elegant mens fragrance. Inspired by Roudnitska’s desire to simplify his approach to perfumery, the fragrance became legendary and characteristic for its fresh, citrusy notes, composed with spicy lavender on a masculine, woody base.

CONCEPT BEHIND THE BOTTLE

The Eau Sauvage bottle may appear to most people as a well designed, timeless, classic bottle made to look elegant and sophisticated however, the bottle has been cleverly designed to represent certain aspects of the legendary brand Dior.

The ripples which decorate the Eau Sauvage bottle represent the way fabric overlays and creases. The Silver band which holds the Eau Sauvage branding represents a mens belt and the lid represents a thimble. 

DIOR EAU SAUVAGE: PREVIOUS CAMPAIGN RESEARCH

As part of my research and sourcing inspiration for my Eau Sauvage Dior campaign I looked into their past adverts and campaigns. In the early years of Eau Sauvage they released hand drawn posters to promote and advertise the fragrance however as the year ticked by and technology progressed Dior ventured into film to promote the fragrance. Below are a few examples I found when roaming the internet for past Eau Sauvage resources. 

DIOR EAU SAUVAGE: WHAT IS A BRAND IDENTITY?

WHAT IS A BRAND?

A brand can be defined in one word identity. Brand identity is overall how the owner wants the brand to be understood - their message. A brand, product or service must be distinctive and offer something different from competitors. This is known as differentiation. It can be personified usually as the name, slogan, logo, or colour combination. 

BRAND TRADEMARK

All brands have a trademark. This could be anything from the name to the logo, they are trademarks. A brands trademark is unique and specific to themselves therefore cannot be used by anyone else. Trademarks give brands their own unique selling point creating a products "personality". A brand cannot develop and grow without an audience and their response. Large organisations use panels of audience members to give their response to products, concepts or advertising.

BRAND IMAGE

Brand image is the psychological. A brands image is interpreted by it's audience whereby people can experience an emotional change, such as, feelings, thoughts/images, beliefs and attitudes. It exists in the minds of people made up of information and expectation of the brand.

BRAND MANAGEMENT

Brand management is creating a brand and maintaining its position within the market and target audience. It is very important for a brand to stay consistent as the audience will stay loyal to their products whereas if a brand was constantly changing people would become disinterested as the bran image would not be clear to them. With this, ad agencies create the idea that product/brand is more than the actual cost of a product and its selling point. From this you get brand recognition e.g. the font of Dior.

BRAND STRATEGY

Brand strategy is a long-term plan for the development of a successful brand in order to achieve specific goals. Brand strategy affects all aspects of the company connecting to consumer needs, emotions and competition. Brand will constantly be analysing every aspect of their company asking themselves questions to identify what is successful for them and what was not so successful. E.g. Who is your core market? What are you known for? What is it that your selling?

DIOR EAU SAUVAGE: WHAT ARE TOUCH POINTS?

WHAT IS A TOUCH POINT?

A touch point is any way a consumer will experience a brand. This could be through a number of things such as;

- Buying and selling channels

- Distribution

- Service

- Transactions

- Classic advertising / above the line advertising

- Below the line advertising / product placement

- Viral adverts

- Social Networking

- Sales staff

- Point of sale

WHY ARE TOUCH POINTS IMPORTANT? 

The ultimate goal is to have each touch point reinforce and fulfil your marketplace promise.  Each individual step in a brands process contains a number of touch points when the customer comes in contact with your brand. By identifying the tools that drive there brands customer experience, they can actively design and control their own, unique, optimised experience. The brand promise they make to the marketplace will be kept day in and day out across every key customer touch point, building a strong brand.

DIOR EAU SAUVAGE: 7P's OF PROMOTION

MAPPING FASHION PROMOTION: COVER LETTER EXAMPLE

MAPPING FASHION PROMOTION: CREATIVE CV

MAPPING FASHION PROMOTION: INTELLECTUAL PROPERTIES

TRADE MARKS

Trade marks are elements that distinguish businesses from others. Trade marks give companies individuality and USP'S. They can be anything from positioning, symbols, words, colours and shapes which are legally registered as representing a company or product. Companies can trade mark a number of things for example, Fred Perry have trade marked the position of their logo on a polo shirt so no-one else can copy them. If the trademark however isn’t registered in a different country the trademark can be registered in a different country by a different company and copied in that region. You can however legally Trade mark to same name e.g. POLO is trade marked by a variety of different companies as not only being a style of t-shirt but also cars and motorbikes. As long as the product is completely different it is legal to trade mark certain names as it will have a different meaning and audience.

There are over half a million trade marks registered worldwide. China keeps a very close eye on what happens and emerges in the UK, so trademarks are key to keeping the industry fair and unique to each brand to make sure that they aren’t ripped off. However trade marks can be expensive to register making it hard for companies to register their trade mark is every country. Trade marks last 10 years however they maybe revoked for non-use after five years.

To register a trade mark you must provide certain requirements which include;

- Capable graphical representation

- Capable of distinguishing goods/services

- Distinctive not descriptive

- Not contrary of to public policy/money

Infringement of trade marks;

- Identical mark/identical goods or services;​

- Likelihood of confusion; 

- Trade marks with a reputation - unfair advantage or detriment.

Passing off on trade marks;​

- Reputation;

- Misrepresentation;   ​

- Damage.

PATENTS

A patent is a national right granted by individual countries to the owner of an invention that prevents others from making, using, importing or selling the invention without his permission.  Patents can protect things such as unique inventions and processes which have not yet been designed or used by any other individual. In order to get granted a patent your idea must be new and not anticipated y prior art anywhere. Patents usually last for 20 years. 

COPY RIGHT

Copy rights are granted to protect the expression of individual creative and artistic work. Copy right can protect work such as art, sounds, music and dramatics. To qualify for copy right there needs to be a certain amount of skill and effort. You cannot copy right work you have copied. Having a copy righted piece means that you do have exclusive rights however when it comes to working and being contracted this can become very complicated.

However you can use other peoples work for private study and non-commercial use, for example, analysing and reviewing peoples past work in universities and schools. It is however a very grey area and depending on the legal rights of the copyright it can become very complicated. Infringement can also occur with a park or the whole of the copy.

Infringement of copy right;

Infringed if whole or a substantial part* of work is copied without permission.​

*Qualitative not quantitative.

Rights as a copy righter;

​The exclusive right to do certain acts​

The right to make commercial gain from your work​

The right to prevent others from copying or using without permission (infringement)

DESIGN RIGHT
Design rights protect aesthetics of designs, lines, contours, colours and shapes 2D and 3D. Design rights are also about £40 in the UK. They are relatively cheap rights to be enforced, and are commonly more used as a marketing tool.

MORAL RIGHTS
Moral rights include the right to be acknowledged as the creator and to object against derogatory treatment, false attribution.  It cannot be assigned, it can only be waived within the industry. This lasts for the life of the creator, plus 70 years after their death to protect the piece. 

CONFIDENTIAL INFORMATION

Confidential information is information which has the right to be protected. When creating a design, product, idea, you need to make sure that you have looked at what is already copyrighted and a document to show your development process which you have undertaken. Your ideas can be protected from other people so no-one can replicate your product or process and steal your work.