a t k i n s o n s c l a s s i c s. as a young man james collected the secret recipes of his...
TRANSCRIPT
A T K I N S O N S C L A S S I C S
As a young man James collected the secret recipes of his creations in a book…
Brief history
To talk about ATKINSONS CLASSICS you need to go back in time…
...To the beginning of the 1800s, when James Atkinsons became one of the most famous perfumers to the London aristocracy and was given the title of official perfumer to the royals...
A T K I N S O N S C L A S S I C S
This famous recipe book…
In 1840 numbered more than 285 recipes…
Two of these were particularly esteemed…
Brief history
A T K I N S O N S C L A S S I C S
Nowadays English Lavender and Gold Medal are recognized as the second to none lavender oil and cologne
The famous ENGLISH LAVANDER: based on the finest lavender from the Grasse distillery “six times more potent that the highest quality lavender”
An eau de cologne awarded the gold medal from which it takes its name, in 1878 at the Paris World’s Fair
Brief history
A T K I N S O N S C L A S S I C S
Segreti Mediterranei
7%
Others2% Classics
19%
Fine Perfumed Soaps30%
I Coloniali42%
Source: Italian internal accounting - net sales 06-07
Division of the brands
The classics represent an important part of the business portfolio
A T K I N S O N S C L A S S I C S
If fashions go up in flames, appearances deceive and styles intermingle, it’s time
to live like the English.
Today more than ever the classical and unmistakable style Atkinsons has learnt
to nurture over time is back in fashion for those on the quest of elegance and
sophistication.
A T K I N S O N S C L A S S I C S
Concept
ENGLISH ESSENCE
The classic English nature of Atkinsons is eternally modern
A T K I N S O N S C L A S S I C S
Introduction
Target Group Age: over 45Gender: Men’s/Women’s (Core target: Men)Socio-demographic class: middleConsumer target: Consumers who do not follow fashion but look for high-quality, reliable products with a long tradition and an unmistakable style
Market
Fragrances (eau de cologne), toiletries
A T K I N S O N S C L A S S I C S
Other7%Male Grooming
17%
Fragrances37%
Bath&Shower10%
Body Care11%
Deo18%
Division of shares
A T K I N S O N S C L A S S I C S
Source: Italian internal accounting - net sales 06-07
BRAND ANALYSIS
A T K I N S O N S C L A S S I C S
Freshness, a vital requirement of everyday toilette, is always reflected in the
character of English Lavender. Highly valued since the XIX century,
English Lavender has learnt how to retain its charm over time.
Its bouquet is still very modern: fresh, bold and natural.
Its secret is locked away in its original English recipe still an inspiration today
and in the precise choice of its lavender.
The base offers the preciousness of lavender essence and warm exotic woods.
Its naturally vibrant and fresh top notes are characterized by a high content of lavender essence, rounded off by the soft touch of rosewood.
Lavender and geranium provide its middle notes with the typical robust, bold and forceful middle “English lavender” notes.
ESSENCE OF LAVENDER
ROSEWOOD
LAVENDER ESSENCE
TOP
GERANIUM
MIDDLE
ESSENCE OF LAVENDER
EXOTIC WOODS
BASE
Its cap harks back to noble materials such as bronze and gold
A security seal to guarantee and maintain freshness
Historical bottle shape, unchanged for over 150 yearsPersonalized mould
Medallion label
From the packaging angle, the key and most typical element is its elegant and precise square bottle, chiming well with Atkinsons’s core values
In 1878, on occasion of the Paris World’s Fair, the eau de cologne, with its
extraordinarily well-balanced recipe, was presented with the most sought-after
award: the gold medal.
From then on, it went down in history with the name Gold Medal.
Today Gold Medal reproduces the original recipe created at the end of the XVII
century. This fresh extract of citrus fruits boasts one of the highest percentages of
natural components (80% over 25-30% for other prestigious perfumes).
A classic cologne that has kept its natural and sought-after freshness intact over the years
Its top notes are an explosion of citrus fruits: Calabrian bergamot, Sicilian lemon, sweet orange
Lush and lively, it fuses with the virile character of rosemary mixed with the blooming notes of Moroccan Rose and Sicilian neroli
Petitgrain Bigarade, precious luminosity that envelops the citrus fruit and flower notes
SICILIAN LEMON
MOROCCAN ROSE
TOP
ROSEMARY
MIDDLE
PETITGRAIN BIGARADE BASE
SWEET ORANGE
SICILIAN NEROLI
CALABRIAN BERGAMOT
PORTFOLIO ANALYSIS
A T K I N S O N S C L A S S I C S
22 DISTINGUISHING TRAITS
Gold Medal9
English Lavender13
A T K I N S O N S C L A S S I C S
THE INITIAL HIGH-QUALITY DISTINGUISHING TRAITS
A T K I N S O N S C L A S S I C S