THE STORY

We took an idea and developed it into a full-fledged business selling model around an ecommerce model that rewards users for referrals.

An entrepreneur approached BoCG with an idea for developing a unique product that simply isn’t available today. His vision was to revolutionize the fragrance industry and he had an idea around a functional fragrance that not only smelled good but also impacted the user’s mood. His vision also included clean and sustainable packaging that kept the carbon footprint minimal. Functionality and sustainability are concepts that resonate with the millennial-minded consumer. The same consumer also values time, value and social responsibility.

The commercial stipulations for the business model involved designing and implementing a simple and sexy user experience that relies on users recommending products to others and being rewarded for their referrals. The client understood direct selling but did not want his company to be a traditional direct seller where representatives are required to sell products on behalf of the company. Rather he wanted an innovative and simple ecommerce solution that rewards people who refer others to the company. He wanted to innovate the fragrance market and the direct selling model around an ecommerce model that rewards users for referrals.

THE SOLUTION

Armed with a thorough understanding of the vision for the company, the BoCG set about researching the industries that VESCENSE would compete in. The industries surveyed included fragrance, fashion, ecommerce, packaging and direct selling. The findings were compiled into a business plan outlining best practices and a detailed go-to-market strategy for VESCENSE. In addition to the business plan, the team developed a detailed budget for the project with monthly client touchpoints in order to ensure transparency.

In terms of corporate setup, VESCENSE was incorporated in Hong Kong but after a detailed capabilities overview, bottling and assembly operations were set up with a world-class contract manufacturer just outside of Bangkok, Thailand. The location allowed for supply chain efficiencies due to the strategic location of Thailand in relation to the rest of the Asia market. Thailand’s economic policies also provided VESCENSE with financial efficiencies in terms of manufacturing cost.

In order to create elegant and stylish packaging, an industrial designer was retained to design custom bottles and boxes. The company’s sustainability ethos required the sourcing of lead free glass bottles and FSC recyclable paper cartons. In addition, the bottle caps were to be manufactured using ocean recycled plastic which added complexity to the manufacturing partner search. After a thorough search and vetting process, The BoCG team selected two Chinese vendors as packaging suppliers.

The uniqueness of the VESCENSE product offering required a combination of natural raw ingredients and essential oils to be mixed into a functional fragrance. To develop the product line, a clinical aromatherapy formulator was brought onboard. Under her supervision, raw materials and essential oil were sourced from the highest quality suppliers in the world to make up the VESCENSE functional fragrance line. Alcohol and palm oil ingredients were substituted for naturally occurring ingredients that fit the company’s clean, sustainable and effective narrative.

While operational logistics were being developed, the product team hired a technology provider to develop the technology stack to support the company’s business model. The backend engineering needs revolved around developing a robust web and mobile ecommerce solution that could seamlessly manage a simple user shopping experience while also keeping track of referrals and their resulting commissions. The iterative technology roadmap included MVP, Alpha and Beta versions prior to launch. Simplicity, ease-of-use and elegance are brand-specific attributes that the technology piece had to adhere to.

In terms of brand development, the team developed stylish content to separate the brand from the competition while also educating consumers on the company’s value proposition. In addition to traditional brand collateral, a video production team was hired to shoot a social media friendly commercial, utilizing high-fashion assets and exclusively composed music. The BoCG team also hired a graphical artist to create an illustrational video outlining the company’s innovative referral-based Gig opportunity. Simple, elegant and easy to share content is the VESCENSE way. In addition to the traditional business setup, the founder also wanted to incorporate social responsibility into the business model. While designing the compensation structure for the referral marketing aspect of VESCENSE, the BoCG team incorporated a 3% Clean Oceans Initiative (VCO) into the model. This initiative ensures that 3% of all VESCENCE product sales are automatically donated to activities that help clean the world’s waterways. Initially the VCO will donate the funds to third-party charities. As the brand grows, there are plans for an internal independent charity to manage the initiative.