Project: Impulse New Launch
Division: Lever Fabergé (UK)
Focus: Personal Care
Duration: 5 months
Brief
Rethink the Impulse New Fragrance Launch as it has become predictable and consumers are increasingly indifferent to the platforms introduced.
Focus
* 4 concept directions for Impulse NV (new variants)
* The Emotional aspect of the product experience
* Blockbuster fragrance – conceptually distinctive
* On trend with fine fragrances
* Leading edge in mass marked
* Fragrance experience translated to cross-category
* Aspirational and acceptable to global target
* Attract new users
Our Work
* Cosmetics & personal care consumer behaviour
* Linking future trends & consumer needs
* Macro & micro trends for NV concept development
* Key NV concepts for qualitative market research
* Recommendations on current Impulse platform
* Strategic input into the future cycle and role for NV
Outcome
* Fragrance ‘GODDESS’ became a bestseller
* Product proposition reached a broader audience
* A fresh and intelligent repositioning of the product
Related
Next Generation Fragrance Launch
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