3. Objective
Drive sales during key gift-giving holidays and capture
new customers to establish relevance and aspiration
for Calvin Klein’s Endless Euphoria.
3#HowAreYouEndless
4. Driving Trial
“In-store sampling is 6x
more effective at driving
purchase than visual
communication alone”
“When women were asked
how they chose and
purchased fragrances, scent
strips and in-store trials were
the key drivers”
"The best way to have
women buy fragrance is to
have them smell it… The
most efficient way is through
magazine scent strips."
4#HowAreYouEndless
Source: June 2014 AromaCo.uk Source: Dec. 2011 Total Beauty Media Group Source: August 2014 Ad Age
5. Strategy
Drive trial by following our target consumer throughout the
purchasing process, creating awareness and engaging them
from early decision-making, through in-store trial, to purchase.
5#HowAreYouEndless
10. Discrete Targeting in a Growing Market
Source: Dec 2014 WSJ - TV Viewing Slips as Streaming Booms, Nielsen Report Shows.
Dec 2014. Adweek - Hulu: Align Your Brand with Premium Content. April 2015.
:30 Video
Video Skin
10
Awareness
#HowAreYouEndless
11. Through Endorsement of Euphoria Lifestyle
9.5MM Subscribers
Beauty, Fashion & Lifestyle
Frequently does endorsements
Youthful, flirty,
elegant, light
hearted and
optimistic
11
Awareness
Strategically Placed Video Ads: Ingredient storytelling
#HowAreYouEndlessSource: Dec 2014 Luxury Daily - High-End Fragrance Consumers Are Content Hungry: Coty exec
16. Critical in the Fragrance Buying Process
16Source: April 2014 GoodHousekeeping.com - The Pro Secrets to Finding the Right Perfume
Initial Trial
#HowAreYouEndless
17. In Magazines Read by our Target Through Scent Strips
[173]
[151]
[138]
[230]
17
Initial Trial
Source: 2015 GfK Mediamark Research & Intelligence LLC
19. Follow Target Consumer To
Store
19
Awareness
Initial
Trial
Follow
Target
Engage
Consumer
In-store
Trial
Purchase
20. Target Fashion Cities
New York, NY
Los Angeles, CA
San Francisco, CA
Dallas, TX
Miami, FL
Source: March 2015 LifeStyleMirror
20
Follow Target
#HowAreYouEndless
21. 21
Source: 2013 American Community Survey
Follow Target
Density of our
target market in
Manhattan
Where is our
Customer?
#HowAreYouEndless
22. 22
Follow Target
Stores in
Manhattan that
sell Endless
Euphoria
Where can they
get our
product?
#HowAreYouEndlessSource: 2013 American Community Survey
23. 23
Follow Target
Subway lines in
Manhattan
How Will they
get there?
#HowAreYouEndlessSource: 2013 American Community Survey
24. 24
Follow Target
Highly indexed
areas lines our
target will use
to get to the
stores
Our Key Areas
#HowAreYouEndlessSource: 2013 American Community Survey
