OILILY LUCKY GIRL by Brandnew Design, PILOTS PPRODUCTS DESIGN for OILILY LUCKY GIRL

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OILILY LUCKY GIRL

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Industry Perfumes
Media Design & Branding
Market Netherlands
Agency Brandnew Design
Creative Director Kareem Baqai, Hans De Gooijer
Designer Claire Morelli
Agency PILOTS PPRODUCTS DESIGN
Released September 2009

Credits & Description

Category: Cosmetics & Beauty
Advertiser: COLORFUL LICENSES
Product/Service: PERFUME
Agency: BRANDNEW.DESIGN
Agency: PILOTS PPRODUCTS DESIGN
Date of First Appearance: Sep 1 2009 12:00AM
Entrant Company: BRANDNEW.DESIGN, Weesp, THE NETHERLANDS
Creative Director: Kareem Baqai (Brandnew Design)
Senior Designer: Joost La Housse (Brandnew Design)
Designer: Claire Morelli (Brandnew Design)
Managing Director: Robert Kuiper (Brandnew Design)
Senior Client Services Manager: Sabine Louët Feisser (Brandnew Design)
Creative Director: Hans De Gooijer (Pilots Product Design)
Media placement: Eau De Toilette 30 Ml, Oilily Lucky Girl - Perfume/cosmetic Retailers - September 2009
Media placement: Eau De Toilette 50 Ml, Oilily Lucky Girl - Perfume/cosmetic Retailers - September 2009
Media placement: Eau De Toilette 75 Ml, Oilily Lucky Girl - Perfume/cosmetic Retailers - September 2009
Media placement: Bath- & Showergel, Oilily Lucky Girl - Perfume/cosmetic Retailers - November 2009
Media placement: Bodylotion, OIllily Lucky Girl - Perfume/cosmetic Retailers - November 2009

Describe the challenges and key objectives
Main challenge: This age group in itself is a difficult one to target, since dualism characterises their lives. A girl of this age is at the same moment a child (still playing with dolls and teddybears) and becoming an adult (making first own choices, first crush). They are getting to know themselves and the world around them. This dualism makes it difficult to create an appealing pack since a design can be quickly too childish or too adultlike! Key objective: Creating a design that appeals to the target group, fits the Oilily brand and claims its own position within the assortment and competitive field.

Describe the brief from the client
Oilily is a well-known youngster fashion brand (sold all over the world) that is known for its expressive and colourful clothes. Next to clothes the brand offers bags and fragrances. We were asked to create a design for a new perfume targeting girls aged 10-13 years old. Colorful Licenses already offers Oilily branded fragrances, targeted at young girls. With this new perfume, Colorful Licenses wanted to strengthen the segmentation of its range of perfumes for young girls.

Describe how you arrived at the final design
We started the design process with gaining a real insight. We asked several girls to film their bedroom. The bedroom is their domain, in which they safely explore their emerging adult personality. We saw teddybears between "Cosmos" and "Glamours", Collections of nail polishes and handbags! Also the girls said, their bedroom is the place, they chitchat with friends. The insight taught us that sharing with friends is very important. We therefore developed a bottle with a sharing/collectible aspect. The bottle has a felt dress. Each dress contains a different removable element ( star, flower and heart) which the girls can exchange with their best friends or collect them to decorate personal items.

Give some indication of how successful the outcome was in the market
The perfume was succesfully introduced in September 2009. All worldwide distributors have decided to put it on the market. Absolute sales numbers are not known yet. However in Germany, The Netherlands and Belgium sales exceeds expectations.