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... As a young man James collected the secret recipes of his creations in a book… A T K I N S O N S C L A S S I C S Brief history
A T K I N S O N S C L A S S I C S Brief history This famous recipe book… In 1840 numbered more than 285 recipes… Two of these were particularly esteemed…
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 A T K I N S O N S C L A S S I C S Brief history Nowadays English Lavender and Gold Medal are recognized as the second to none lavender oil and cologne
A T K I N S O N S C L A S S I C S Division of the brands The classics represent an important part of the business portfolio Source: Italian internal accounting - net sales 06-07
A T K I N S O N S C L A S S I C S Concept 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 Introduction 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 Target Group Age: over 45 Gender: Men’s/Women’s (Core target: Men) Socio-demographic class: middle Consumer 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 Division of shares Source: Italian internal accounting - net sales 06-07
A T K I N S O N S C L A S S I C S BRAND ANALYSIS
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.
Its naturally vibrant and fresh top notes are characterized by a high content of lavender essence, rounded off by the soft touch of rosewood. ESSENCE OF LAVENDER TOP ROSEWOOD LAVENDER ESSENCE Lavender and geranium provide its middle notes with the typical robust, bold and forceful middle “English lavender” notes. MIDDLE GERANIUM The base offers the preciousness of lavender essence and warm exotic woods. ESSENCE OF LAVENDER BASE EXOTIC WOODS
Its cap harks back to noble materials such as bronze and gold A security seal to guarantee and maintain freshness Medallion label Historical bottle shape, unchanged for over 150 years Personalized mould 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 SWEET ORANGE TOP CALABRIAN BERGAMOT ROSEMARY MOROCCAN ROSE MIDDLE SICILIAN NEROLI PETITGRAIN BIGARADE BASE
A T K I N S O N S C L A S S I C S PORTFOLIO ANALYSIS
A T K I N S O N S C L A S S I C S 22 DISTINGUISHING TRAITS English Lavender 13 Gold Medal 9
A T K I N S O N S C L A S S I C S THE INITIAL HIGH-QUALITY DISTINGUISHING TRAITS