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

OBJECTIVES

  • 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.

360° LAUNCH APPROACH

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.

AWARENESS: Out-Of-Home

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

AWARENESS & CONSIDERATION: Digital & Social

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: Myer.com 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

RESULTS

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.

STAY CONNECTED
"I also picked up Nuxe Rêve de Miel Ultra-Nourishing Lip Balm, with shea butter, vitamin E and argan oil, which I use during the day.”

✍: @jacqueline_kilikita

Discover NUXE Rêve de Miel Honey Lip Balm @sephoraaus

🍯 www.sephora.com.au/brands/nuxe

#Nuxe #NuxeAustralia #RevedeMiel #MadeInFrance #CosmaxPrestige #SephoraAUS
Because your lips deserve the best 💋

The Honey Lip Balm is our essential for soft and hydrated lips.

It nourishes and protects with its 100% natural ingredient composition. 🤎

Comment 🍯 if you already love it!

Discover your love for honey with NUXE Rêve de Miel collection available @sephoraaus

🍯 www.sephora.com.au/brands/nuxe

#Nuxe #NuxeAustralia #RevedeMiel #MadeInFrance #CosmaxPrestige #SephoraAUS
“Having tried the perfume this week, I can safely say it’s a heavenly scent for those looking for something playful but not overly sweet or sickly.

I’ve been reaching for its stylish bottle day in day out and instantly feel uplifted when I first get a whiff of the first strawberry note.”

✍: @sophiehaslett

#ExpressYourLove with Coach Love Eau de Parfum available @myer

www.myer.com.au/b/Coach

#Coach #CoachLove #CosmaxPrestige
The new Coach Love has made it into BEAUTYcrew’s Top 3 Summer Perfumes of 2024 ❤️

“The scent we choose in summer has to emphatically express the unspoken, palpable magic of three months bathed in sunshine. Summer fragrances can be nostalgic echoes of a distinctly Australian experience, but they can also transport us to distant shores abroad.”

✍: @briarclark

#ExpressYourLove with Coach Love Eau de Parfum available @myer

www.myer.com.au/b/Coach

#Coach #CoachLove #CosmaxPrestige
“The brand recently launched Coach Love, a fragrance that captures the multifaceted nature of love.

This new scent, a creation of renowned perfumer Antoine Maisondieu, represents a perfect harmony of wild strawberry, red velvet rose, and cedarwood. It’s an olfactory celebration of both individual and shared experiences of love, reflecting the brand’s understanding of emotional connections.”

✍: @michelleruzzene
📍 : @armoricasurryhills
📸: @belindarollandphoto

❤️ Discover Coach Love Eau de Parfum @terrywhitechemmart

#Coach #CoachLove #ExpressYourLove #CosmaxPrestige
“All of me by @narciso_rodriguez”

📸: @jordansimek

Available @myer
www.myer.com.au/b/Narciso%20Rodriguez

#allofme #narcisorodriguezparfums #narcisorodriguez #CosmaxPrestige
“Confident. Free-Spirited. Unique. The many facets that make all of me.”

📽: @_hollyt @basecolourcreative

Discover all of me eau de parfum @davidjonesstore
www.davidjones.com/brand/narciso-rodriguez

#allofme #narcisorodriguezparfums #narcisorodriguez #CosmaxPrestige
“If the colour pink had a scent, it would be the new @narciso_rodriguez All Of Me fragrance. Delicate, sweet and musky 💗”

📸: @jadetunchy

Explore #narcisorodriguezparfums @adorebeauty
www.adorebeauty.com.au/b/narciso-rodriguez.html

#allofme #narcisorodriguez #CosmaxPrestige
The most radiant couture lip balm duo.⁣
⁣
Boosting 24-hour hydration, Rose Perfecto Lip Balm and Rose Perfecto Liquid Lip Balm nourish and plump lips for a healthy glow look day after day.⁣

💄 Find the perfect shade for you @myer
www.myer.com.au/b/Givenchy

#Givenchy #GivenchyBeauty #RosePerfecto #GivenchyMakeup #CosmaxPrestige
Glowy finish, ultimate comfort.

Rose Perfecto’s marbled texture glides over the lips for a fresh, skincare- infused color and a glowy, natural finish.

💄 Discover the most couture lipbalm from Givenchy @davidjonesstore

www.davidjones.com/brand/givenchy/beauty

#Givenchy #GivenchyBeauty #RosePerfecto #GivenchyMakeup #CosmaxPrestige
Beautifying lip care.

Reveal the natural beauty of your lips with Rose Perfecto, the couture lip balm that combines fresh longwear color with lasting hydration.

💄 Available @sephoraaus
www.sephora.com.au/brands/givenchy

#Givenchy #GivenchyBeauty #RosePerfecto #GivenchyMakeup #CosmaxPrestige
“poolside with Jimmy! & my scent of the summer — @jimmychoo Rose Passion 💞”

🎥: @ashleighuynh

Available @davidjonesstore
www.davidjones.com/brand/jimmy-choo/fragrances

#JimmyChoo #RosePassion #CosmaxPrestige
linkedin facebook pinterest youtube rss twitter instagram facebook-blank rss-blank linkedin-blank pinterest youtube twitter instagram