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Dare to be you 

The GHOST brand was failing to connect with young, digitally-savvy millennials. Developed, then launched a new GHOST fragrance to target the next-generation of GHOST customers. 

Insight
18-25 year women are in a defining life-stage - a period of self-discovery identity exploration. Fragrance is a statement of their individuality. 

 

Breaking new ground in fragrance marketing

Why should women have to choose between feeling pretty or powerful? Challenging the traditional conventions of fragrance marketing, the campaign is an empowering celebration of individuality and self-expression. Femininity redefined and reclaimed.

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BRAND CREATION + IDENTITY

BOTTLE + PACK DESIGN

 DIGITAL + PRINT ADVERTISING

WEB DESIGN & BUILD + SOCIAL ACTIVATION

VIDEO CONTENT + TV

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Every women is multi-faceted. She is lots of different women. She wears a number of (often contradicting) personas. Perfume is a tool in this game of dress up. 

Reclaiming femininity, without sacrificing female empowerment.   

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RESULTS
Created an edgy brand world that became a platform for young women to embrace their individuality. The sampling campaign activated +50K sign ups within the first month. Over 150,000 unique visitors to the website, 25,000 of them engaged for up to 3 minutes with our compelling content and brand stories. Our web trailer received over 44,000 views. Strong sales performance and a growing fan base has established the firm foundation for an ongoing programme of NPD launches.

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