Cosmax logo

Dolce&Gabbana Launches Its New Hero Pillar,
to Take on the Men’s Fragrance Market

K by Dolce&Gabbana is presented in an uncompromisingly masculine and never-before seen bottle, created by Domenico Dolce & Stefano Gabbana. This is the story an Italian man, a born leader, inspiring his friends, taking care of his family - he is a King of everyday life. 
The continued success of K by Dolce&Gabbana resulted from two key launches — K by Dolce&Gabbana Eau De Toilette launched in 2019 and Eau De Parfum in 2020.
Credit: Dolce&Gabbana Parfums


  • Create a high performing fragrance pillar within the men’s category.
  • Obtain high brand visibility within a retail environment at launch and key times, such as Father’s Day.
  • Drive category growth.


For the launch to succeed, we needed the consumer journey to be highly visible and engaging. Therefore, it was important for us to create a journey where consumers would be aware of the brand at different touchpoints and finally convert at store level.

Our key communication channels were: SEO, Display Ads, OOH, Online and Instore during the launch months.


Over 2,334 out of home touchpoints were created, for consumers to see the new launch by Dolce&Gabbana.
Key channels: Outdoor Mega Screens, Bus Wraps & Digital Shopping Mall Screens
Credit: OOH Media


Both digital and social targeted consumers when they communicated with their social channels or simply browsing the network for gifts or fragrances.
Key channels: SEO, SEM, Display Ads & Social Media.
Credit: and Digital Media

CONVERSION: In-Store & Pop-Up Animations

With ATL, we knew the creative would be successful with high traffic media channels, allowing consumers to be drawn to the Italian lifestyle and Dolce&Gabbana’s spokesmodel. 
Key channels: In-Store High Traffic Locations & Pop-Up Activations
Credit: Myer Sydney and Myer Chadstone


The brand across 2019 and 2020, ranked in the Top #3 across Total Male Fragrances & Top #5 across Total Fragrance Brands across key doors.

Reached over 6.0M+ TPPL during launch campaign timings.
Over 11.0M impressions across two campaigns

Today, the brand remains in the Top 15 fragrances across major department stores.

NOTE: At time of launch during 2019 & 2020.

The secret to an exquisite fresh, healthy glow. ​
Discover Terracotta Le Teint's liquid-powder formula, featuring 95% natural-origin ingredients.*​

Find your shade @davidjonesstore or visit:​​

 Receive a complimentary Guerlain Orchidée Impériale 4-piece gift valued at $332 when you spend $200 or more on Guerlain.

*Based on ISO 16128 standard.​

#Guerlain #GuerlainMakeup #Terracotta #CosmaxPrestige #makeup​
The perfection of a foundation. The lightness of a powder.​

Introducing Terracotta Le Teint's 24-hour wear, transfer-proof formula @davidjonesstore​

 Receive a complimentary Guerlain Orchidée Impériale 4-piece gift valued at $332 when you spend $200 or more on Guerlain.
Find out more:​
#Guerlain #GuerlainMakeup #Terracotta #CosmaxPrestige #makeup​
Coach Man EDT is a compelling and modern scent for guys who exhibit confidence, flair, and refinement. This scent is inspired by the fast-paced energy and excitement of New York City, capturing its lively personality in a bottle.

Available @davidjonesstore

#Coach #CoachMan #CoachManEDT #MensFragrance #CoachParfum #CoachPerfume #CoachFragrance #CoachLover #CosmaxPrestige
linkedin facebook pinterest youtube rss twitter instagram facebook-blank rss-blank linkedin-blank pinterest youtube twitter instagram