I've spent the last seven years writing creative briefs at multiple advertising agencies, waiting for the finished product to be a 30-second spot or 16:9 social media post. However, at Firmenich, I had the opportunity to draft a brief for a physical product.
Despite knowing what to expect about Firmenich, each GFI Paris group was tasked with developing a brief to bring a fragrance product to life. My group (group 4) designed a brief to give consumers an unstoppable desire for the beach. We wanted consumers to feel this fragrance would smell like the beach air, specific to the French Riveria, no matter the time or year. Our inspirations were existing fragrances like Beach Walk by Maison Margiela Replica. Ultimately, our brief was designed to strike the emotion of nostalgia.
Before the class trip to Firmenich, I didn't know what I was walking into. However, from the moment I stepped out of the elevator, I knew it would be a presentation I hadn't experienced before. Upon walking in, I immediately noticed a fragrance I use often, Goddess by Carolina Herrera.
The presentation began with an explanation of the core scent types, including lemon, praline (my favorite), musk, and more. Then, they took us through their end-to-end process, from receiving a client brief to the finished product. The best part was that each group presented their brief and was given two samples of the creation.
Their process is much like one I've been a part of in the advertising industry. There is likely more to the process than just a client brief and the product, but I appreciated their ability to include us in a real-life process.
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