Ange ou Demon, le parfum & son accord illicite
Ange ou Demon le parfum & son accord illicite is a unique creative and sensorial experience offering women to personalize their own fragrance by a layering of 2 fragrances. First spray le parfum, a sensual fragrance that will awaken your seductive instincts. Then, for a more addictive trail, add drops of the accord illicite on top with your finger and you will trigger the most illicit fantasies. Combine le parfum and its accord as you like, depending on your mood of the moment of the day, start playing, it is addictive!
I created a new layering offer within Ange ou Demon line at Givenchy Parfums: a fragrance and its enhancer.
From the concept/story telling to all elements of the marketing mix: positioning, range, packaging design, formula. I created the advertising elements (TV copy, print, BTS, digital clip) and I developped a 360-degree action plan around the product in order to help the markets to launch it: merchandising elements, gwp, BA's accessories, sampling, training speech.
This project was very exciting for me as it was very creative, not seen on the market (in masstige category) and very challenging in every part of the launch.
