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Bvlgari Man Glacial Essence Australian Launch

“The power of a woody fougere fragrance, crystallized by ice.”

A frosty, liberating breath of air awakening an unexpected woody and vigorous heart, culminating in the intense and ambitious tones of the crystallized dry down.

Bvlgari Man Glacial Essence captures the unbridled magnitude of the frozen mountains, the unstoppable masculinity of a man in constant quest for greatness and foremost an intense, awakening and pervading breathe of freshness and life.

Credit: Studio La Tessa

OBJECTIVES

  • Build a new pillar within the Bvlgari franchise.
  • Attract a new consumer.
  • Encourage multi-purchases across the brand.
  • Increase in overall fragrance rankings & retail sales.

360° LAUNCH APPROACH

The key to this launch was conversion, given awareness was high. Therefore we needed the brand to have high visibility in store and out-of-store.. This allowed us to reach our existing and new customers.
Personalised engraving helped to further engage with the customers and close the sale.

CONVERSION: In-Store Animations

To ensure we reached new consumers, we implemented an out-of-store experience in key, high traffic shopping centres for the fragrance consultants to stop traffic and provide an experience.
Credit: David Jones

CONVERSION: Pop-Up Animations

To ensure we reached consumers outside the store, we negotiated space in those locations where Bvlgari has a high awareness and purchase intent.
Such out-of-store activations allowed the brand to be presented to new audiences.
Credit: OOH Media

CONVERSION: Personalisation

A personalised engraving service was set up, for all Bvlgari fragrances. Customers could choose to have thier own name engraved or a custom message for someone special in their lives.
Credit: OOH Media

RESULTS

The brand ranked #1 of Total Male Fragrances & Top #5 of the Total Fragrance Category across the key doors with instore activations.

Introduced a new customer base that continues to grow due to the expansion of the “EXPLORER” franchise.

Today, the brand remains in the Top 30 fragrances across major department stores.

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