CREATIVE

A Key Macro Trend

Conspicuous Consumption

• Being showy

• Status experiences

• Over the top

• Expensive = value

• Manufactured experiences

Conscious Consumption

• Searching for meaning

• Valuable experiences

• Understated

• Substance = value

• Authentic experiences

OLDMessagesStaticSayingLook & FeelAspirationTouch pointsAudience

NEWConversationsDynamicDoingExperienceAuthenticityEngagementsCommunity

The New Context:

The Fast Changing World Of Marketing Communications

ROUTE 1

Women are complicated. We keep men lying awake at night trying to figure us out. We are mysterious and full of contradictions.

And that’s when we finally figure out who we are and what we want.

As teenagers, we are not yet grown, we are evolving. We are delicate supernova’s of emotions and moods. We change our minds and swing

our moods and do it a few times daily.

Lifestyle as the opportunity to take ownership of these ever changing moods. Our campaign celebrates our changeability and acknowledges

the it’s how we grow and discover ourselves...

...By matching fragrances to moods, fragrances become a tool of daily self-expression rather than something reserved for special occasions.

THE BIG IDEA

MATCH YOUR MOODPick a fragarance for every you