2. A Key Macro Trend
Conspicuous Consumption Conscious Consumption
• Being showy • Searching for meaning
• Status experiences • Valuable experiences
• Over the top • Understated
• Expensive = value • Substance = value
• Manufactured experiences • Authentic experiences
3. The New Context:
The Fast Changing World Of Marketing Communications
OLD NEW
Messages Conversations
Static Dynamic
Saying Doing
Look & Feel Experience
Aspiration Authenticity
Touch points Engagements
Audience Community
5. 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.
6. 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.
7. 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...
8. ...By matching fragrances to moods, fragrances become a tool of daily
self-expression rather than something reserved for special occasions.
