UNLOCKING A NEW AUDIENCE
Launch and recruit new consumers for BLOOM to establish the reinvigorated fragrance.
62% are always ready to try new and different products;
People are willing to pay for more for quality;
Search timing for fragrance is highly tactical at key gifting periods;
87% don’t enjoy shopping at department stores.
“Millennials like to experience brands on their own terms.”
“Create unforgettable brand experiences.”
We decided to break category status quo by focusing on creating unique brand experience above traditional luxury media channels.
CREATING A MILLENNIAL EXPERIENCE
Experiential pop up for millennials to trial the fragrance.
SUPPORT & REMIND
Once we created the right brand experience, we supported and reminded through Out of Home, Digital and Print.
Partnership with aspirational publications
Takeover double page spread with fragrance insert