The service we provide is playful. It is for people who love smell and like exploring their senses. They tend to be artistic. We appeal to both men and women customers, so it can't be overly feminine, super-frilly, but it doesn't need to avoid those elements either. Itt needs to be simple, elegant, playful, and bold, too - yeah, not asking for too much! If you can stylistically include some spraying perfume, that would be great, but it needs to be innovative.
We love color. Our product doesn't have a lot of visual to it since it is smell, so we need a punchy logo on everything that communicates. Something bold, but not loud and over the top.
Our customer does not want to go to the department store and brave all those people spritzing stuff on them and presuring them to make a decision when it can take days or weeks sometimes to figure out if you like a perfume. Our male customers really don't want to be anywhere near a department store normally. Our female customers are busy and don't have time to spend there and want to develop their own taste, if they don't already have it.