Identify a white space in the beauty industry and develop a comprehensive business model based on research and analysis of the global marketplace. From brand strategy to operating guidelines, cultivate the framework for development and launch of an original product line.

In the ever-changing environment of the beauty industry we are seeing personalization and people purchasing from brands that reflect themselves and their values more than ever before and when creating my brand, I wanted to keep this in mind. I have always had a special connection to the fragrance category. The sense of smell is the only sense that is directly in contact with its environment, and I think that there is something so special and raw about that. Along with the fact that creating fragrances is an art form in itself, I knew it was the category I wanted to explore and root my concept in for our senior capstone.

My inspiration for this concept is from my experience of being an identical twin and how we have had the challenge of figuring out who each of us are individually outside of being known as ‘the twins’. By choosing to explore this concept through fragrance pairs I was not only able to reflect the origins of this concept but was also able to play with the fragrance formula or its DNA. Each fragrance pair is created with identical notes but with different concentrations. In theory, each fragrance set are twins - identical in DNA and individual in profile.