BRIEF ARMANI PERFUME FOR WOMEN (communication)

-----------------------
AT FIRST SIGHT

Women should feel a strong emotion, an emotion of bewitchment. Armani’s perfumes should reach all their needs, desires concerning fragrances.
Women would think that the fragrances represent the current and modern women: elegant, refined, independent, strong and seducer.
The main feeling women should feel is: Armani knows women and their desires, Armani knows me...

OUR PROMISE

The wide range of Armani fragrances will offer you the unexpected meeting of surprising scents and an Italian timeless elegance.
You will “wear” your feminity and your seduction power will be strengthened.
Buying these perfumes will make you feel being part of the elite.

Communication purpose

The women's fragrance market is very competitive and the purchasing acting is changing with seasons and woman mood.

Armani has very wide range women fragrances and should use them to assert itself as a full women perfume brand.

How Armani’s perfumes can feminize and break away from its “male” image?

Target audience

Natural women and eager for well-being aged 20 to 45 but who want to highlight their femininity and sensuality.
Frequent or occasional use but also to make a gift, women who buy Armani like its rich range and its variety of scents.

Although they prefer to receive advice from sellers and have the full range offered by the store brand, they often purchase in perfumery, more accessible.

By buying the perfume, that it is spicy or soft, women look for the own Giorgio Armani’s style whom we find in all its creations (clothes, watches and perfumes of course) a stamp made by refinement, elegance and by class which emphasize the beauty of each woman which uses the fragrance.

Objectives

Armani perfume must feminize its brand image and every consumer should have Armani brand as TOP OF MIND when it is about to buy a perfume.

We have to convince the consumers and the