Image from Goth Stories

Estee Lauder was launching a flanker under Beautiful fragrance with China being the key focus. There was an urgent need to understand how to win in fragrance in China as well as identify the most compelling direction for Beautiful.

We designed a full week program to immerse global marketing and creative teams in the fragrance world. We kicked off the week by meeting new brides, brides to be and women who just fell in love, all fragrance lovers. When talking to them, we specifically dig into what love smelled like and their unforgettable romantic moments. We went on visiting bridal studios to explore different bridal styles, touring wedding photography studios to draw inspiration from romantic scene settings, as well as speaking to wedding planners to step into young weds' fascinating dreamworld. We even invited fragrance house Firmenich and Givaudan to explore the future of the love scent. After which, we spent the rest of the week focusing on exploring creative directions for Beautiful. Two of the most well known fragrance KOLs in China were invited to the co-creation session together with those who had a deep understanding of young women's needs and desires.

By the end of the week, we successfully landed at a powerful direction for Beautiful and aligned on action plans for the China launch. Curious about the scent of love? Take a whiff of Beautiful Magnolia.