What we did:
- Tour & Big Event
Preview the new Lancôme fragrance to customers, beauty assistants and press officers of various magazines and newspapers.
Building an experiential journey to discover the product, from the ingredients of the fragrance to the mood that inspired it. The definition of a consumer journey to be proposed to the Beauty Assistant of the main Italian cities and the organization of the most incredible and unconventional presentation event.
THE REVOLUTION IN A DROP tells of new heroines, different from the romantic ideal of woman which the brand has been inspired by so far. We are talking about strong but feminine women, independent but with their own insecurities, combative but kind. Like drops of water or fragrance, so delicate but so tenacious that they unite and - together - dig into the rock.
IDÔLE TOUR & EVENT
The strategy implemented to celebrate and share the strength of Lancôme women, who from the weaker sex become icons, was inspired by the trends that see the growth of women's movements. Protest actions aimed at re-establishing justice for women who have the right to be mothers or not to be mothers, to be fragile or not ...
The big event was divided into several moments, a continuous escalation towards the discovery of the naming of the product, of the pack and of the fragrance. The climax consisted of a suggestive live performance, a combination of dance and three-dimensional projections to make the launch event indelible in the guests' minds.