For the latest anniversarising of the Versace fragrance collection, Aspects
Beauty have worked closely with brand owners Euroitalia to create a new
marketing initiative for the UK market called A Crystal For Every Woman
Aspects Beauty Creative Director Fabien Ho says, "The concept has been
driven by the need to create clear differentiation for the UK customer between
the three Crystal fragrances by signposting the personalities of each fragrance:
Pure & Radiant for Yellow Diamond, Sensual & Confident for Crystal Noir,
Feminine & Romantic for Bright Crystal". The new advertising imagery was
created under the artistic direction of Giovanni Caster and Donatella Versace
which reflect the gem stones from which they are inspired. The concept has been
reproduced for in-store promotional use including Table clads, POS, promotional
stocker & banners, and has been used as brand guidelines for the
international market
Alongside a print media campaign for the Crystal
collection running throughout May in weekly titles such as Look, ES Magazine,
OK, Grazia and Stylist, this initiative combined with the GWP shopper has
resulted in driving retail throughout May with an uplift in sales for the brand
and the retail group as a whole. This strategy demonstrates that fragrance
retail growth need not rely on NPD when consumers respond to localised marketing
initiatives which remain on-brand and relevant to the consumer profile