Instagram post by Floris London
British perfumer Floris London is taking a hands-on approach for the unveiling of its latest handmade eau de parfum with an in-store workshop.
For the launch of the Petals from my Garden scent, Floris London is inviting consumers to its boutique in London’s Belgravia neighborhood for a flower arranging workshop with the renowned Judith Blacklock Flower School. The United Kingdom is traditionally known for its expansive gardens and florals and with this workshop, Floris London is not only celebrating its own new scent but its heritage as well.
“Marcel Proust once said that ‘the smell and taste of things remain poised a long time, ready to remind us…the immense edifice of memory,’” said Rebecca Miller, CEO of Miller & Company, New York. “Research indicates that memories relating to an event are scattered across the brain’s sensory centers. These memory centers may recall an experience by only one trigger with odor memory being the most resistant to forgetting.
“Customers today are looking to connect with authenticity through a genuine manner in which to interact with a brand,” she said. “Inviting clients and prospects into a boutique for an experience offers a sense of exclusivity and an assumed understanding of their preferences.
“Floris’ product has been made by hand on site since its inception. Providing them with the experience of engaging with the brand using their own hands to create beauty will extend the memory as they leave taking a co-branded object that will remind them of their participation allowing for extended storytelling to take place in their homes with friends and family.”
Ms. Miller is not affiliated with Floris London, but agreed to comment as an industry expert.
Floris London did not respond by press deadline.
Blooming bouquets
Floris London invited its fans to the in-store event happening Feb. 25 through a Facebook event posting. Here, the consumer learns that attendants of the Flower Arranging Workshop will learn how to create a floral decoration with the help of Judith Blacklock and her team.
Additional event posts were created for Instagram. Consumers interested in the new fragrance and the event are encouraged to use the hashtag #PetalsFromMyGarden.
Ms. Blacklock’s floral school hosts a series of courses to teach consumers how to create a variety of flower arrangements ranging from seasonal pieces to wedding bouquets. During its courses the Judith Blacklock florists demonstrate the principles needed and give students a sense of confidence to create future floral arrangements.
The artistic floral arrangement designed specifically for the perfumer by Judith Blacklock used blooms inspired by the handmade fragrance, Petals from my Garden.
Workshop promotional image
Petals from my Garden is classified as a Green Floral fragrance with notes of lemon, bergamot, rose, neroli blossom, carnation, amber and musk. Hand-blended at Floris London’s Jeremy Street flagship, the $250 scent, created in a series of 50 bottles, was inspired by the nostalgia of childhood summers spent in English gardens.
In addition to learning how to create floral designs, workshop attendees will sit in on a short masterclass in floral fragrances directed by the Floris perfumery team. The workshop will also include British sparkling wine and canapés.
Floral arrangement by Judith Blacklock Floral School
After, attendees are encouraged to take their personal bouquet cup creation home as a keepsake. By hosting a DIY event that is both educational and fun, Floris London is creating a venue to interact with its consumers beyond a point of sale that will likely become a pleasant memory.
“The benefits of inviting consumers into a boutique demonstrate though “their” senses how a product might be enjoyed in one’s own space,” Ms. Miller said. “It affords a retailer the opportunity to differentiate themselves in 3D while addressing the consumer’s number one concern: ‘why it is perfect – for me.’
“Done well, the combination will entice consumers to buy and perhaps equally important to share the items as gifts and experience with their sphere of influence and social groups,” she said.
Tickets are available for $38, making the 2-hour event affordable for aspirational consumers as well as those already familiarized with the brand. Attendee tickets may be redeemed against products purchased that evening if said item is more than $78.
Garden party
Other brands have taken digital approaches to highlight the florals incorporated into their fragrance and personal care products.
For instance, French fashion label Dior took consumers on a trip around the world to its gardens with a feature article on its Web site.
Dior’s online content delved deep into the process of growing the flowers for its various fragrances and cosmetics. Through this in-depth look at the process behind its raw ingredient sourcing for its beauty line, Dior was able to prove the inherent value of its products (see story).
Jewelers have also explored the importance of floral motifs in their works through social media.
In 2014, Richemont-owned Piaget targeted social media-savvy consumers with a global initiative to celebrate Piaget Rose Day on June 5.
Piaget’s Rose Day campaign included digital touch points that focused on roses across its social platforms to better interact with consumers. Positioning the social campaign with a motif incorporated into many Piaget designs likely helped the jeweler to introduce its collections to a new, younger audience (see story).
Consumers who attend the event will likely leave the workshop with a better understanding of Floris as a brand and its rich heritage.
“Content is key to all communications today with consumers,” Ms. Miller said. “A heritage brand such as Floris, dating back some 280 plus years, provides a plethora of historical and celebrity content to share with the customers and prospects enabling rich storytelling. From medical pioneers, to famous politicians, to movie stars and living royalty.
“What better way is there to give a history lesson than through facts peppered with anecdotes while providing first hand participation with a product or brand creating your own piece of history,” she said.
Final Take
Jen King, lead reporter on Luxury Daily, New York