CACHAREL JELLIES PERFUMES by The Brand Union Paris for Cacharel

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CACHAREL JELLIES PERFUMES

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Industry Perfumes
Media Design & Branding
Market France
Agency The Brand Union Paris
Executive Creative Director Kheireddine Sidhoum
Released April 2010

Credits & Description

Category: Cosmetics & Beauty
Advertiser: L'OREAL LUXE
Product/Service: CACHAREL
Agency: THE BRAND UNION PARIS
Date of First Appearance: Apr 1 2010 12:00AM
Entrant Company: THE BRAND UNION PARIS, FRANCE
Chief Executive Officer: Stephane Ricou (The Brand Union Paris)
Executive Creative Director: Kheireddine Sidhoum (The Brand Union Paris)
Client Manager: Helene Mellac (The Brand Union Paris)
Production Manager: Véronique Le Roux (The Brand Union Paris)
Media placement: Jellies Parfums Collection sprays - Perfumery - Selective Channel - 01-04-2010

Describe the challenges and key objectives

1 - By making collections more unpredictable, fun and irresistible. 2 - The collection will have to convey mouth-watering appeal along with the ideas of luxury and perfume. 3 - To stage a real happening at the point of sale through a strong easily identifiable concept. 4 - Convey irresistible appeal. 5 - These pocket-sized and fun perfumes should be the ideal beauty accessories. 6 - Keep the price production very low!

Describe the brief from the client
For more than 30 years, Cacharel has been part and parcel of women’s lives, sharing in their most important experiences and emotions through the creation of major fragrances. Today the company wishes to go back to its ground-breaking roots with a collection of limited editions of its five iconic perfumes: Anaïs Anaïs, Amor Amor, Amor Amor Tentation, Noa and Scarlett The main objective is to target young contemporary women through a collection of reasonably-priced nomadic fragrances with appetizing appeal.

Describe how you arrived at the final design
Find what 20-year-old women desire and are likely to become addicted to. Who are they? What do they like? The good old lollypop that we loved to suck on as children has been revisited with a view to global Jellies and colourful and appetizing ‘candy fragrances’. Immerse yourself in the world of Jellies through: - a fun, trendy and appetisingly colourful collection: marshmallow pink, caramel, toffee-apple red, coral pink or sweet purple - Anti-gloom perfumes chosen to fit one’s mood - A specially designed slender and modern-looking bottle - All materials evocative of the world of confectionery

Give some indication of how successful the outcome was in the market
This new collection of limited edition perfumes has just been launched worldwide (April 2010). More than mere perfumes, Jellies are so irresistible that you could almost eat them!