Problem Statement:
The goal aimed at rebranding, targeting young professionals in their 20s to 40s, and enhance the brand's appeal by incorporating a new visual identity and strengthening its online presence.
The goal aimed at rebranding, targeting young professionals in their 20s to 40s, and enhance the brand's appeal by incorporating a new visual identity and strengthening its online presence.
Strategic Insight: "Your scent is a powerful part of your senses of self"
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Creative Concept:
Acknowledging the desire for personalization and meaningful self-expression, the strategic approach centered on the insight that individuals seek unique ways to express their identities through scents. The campaign, "Scents of Self," aimed to tap into the emotional connection people have with fragrances, positioning the brand as a facilitator for personal discovery and expression.
"Scents of Self" introduces a new visual identity that is younger, attractive, and minimalist, reflecting the personal and introspective nature of fragrance selection. The campaign invites tech-savvy young professionals to discover their unique scent identity through a Fragrance Personality Test and encourages personal stories and bespoke branding for a deeper connection.
Experiential marketing, such as pop-up fragrance customization boutiques, fosters collaborative scent crafting experiences, enhancing the brand's digital presence and differentiation in the competitive retail market by offering personalized experiences that resonate with the target audience's desire for self-expression and community engagement through fragrance.
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