Simon Porte Jacquemus in 2009 to celebrate the designer’s heritage and youth. The Jacquemus brand focuses on individuality, vibrancy, and democracy of each of its customers. Jacquemus has grown very quickly in the past decade, reaching $200 million USD in 2022, but the brand still has lower brand awareness and revenues compared to its competitors in the luxury market. Jacquemus positions itself as an affordable, yet still exclusive, luxury option. However, the average age of a Jacquemus customer is between the ages of 18-35, and this customer ages out of the style of the brand quickly. Brand loyalty is low as customers outgrow the brand much more quickly than heritage brands.
In order to continue growing, increase brand awareness, and strengthen customer loyalty, Jacquemus needs to introduce a line extension that offers a unique product that pulls customers to the brand. This final project proposes a sustainable and clean fragrance collection in partnership with Coty Inc. This fragrance collection will evoke the vibrant spirit of childhood and Southern France. This clean fragrance collection will help one connect with their sense of self and transport them to the effervescent spirit of childhood. Not only is this fragrance good for the soul, but also for the body. Formulated without phthalates, parabens, musk ketone, oxybenzone, benzaldehyde, ethyl acetate, or irritating essential oils and using only sustainable packaging design, Jacquemus fragrance is meant to make you feel naturally yourself.
The clean fragrance collection will tap into current market and industry trends such as ethical sourcing of raw materials for fragrance, product innovation in the perfume industry, genderless fragrance, sustainable perfume packaging, and clean fragrance ingredients. Jacquemus will use its creative marketing style to market the fragrance in a unique, more edgy and social-media conducive way. Jacquemus hopes that this strategic extension will attract customers of a variety of backgrounds, all seeking fragrance options that are cleaner, more sustainable, and more aligned with their own personal style, eventually converting the customers to the other lines of the brand.