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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.

Kate Spade New York Sparkle reveals the shimmering magic of the city at night. ✨

Beautifully electric, this Eau de Parfum Intense is an irresistible blend of purple peonies and sparkling blackcurrant, wrapped in delicious vanilla crème brûlée.

Receive a complimentary Kate Spade EDP 7.5 ml Purse Spray & Pouch when you buy a Kate Spade EDP 100ml or Kate Spade Sparkle 100ml when you purchase @davidjonesstore

Shop here:

#KateSpade #TimeToSparkle #MyKateSpadeFragrance #CosmaxPrestige #parfum #perfumecollection #sotd
“Introducing the new Kate Spade Sparkle EDP Intense. The perfect fragrance for a night out in the city. A rooftop bar, experiencing a new restaurant, and dancing with my girlfriends is the ultimate night out for me in my city. What's yours?” ~@jessicajroche

Shop now @myer and receive a complimentary Kate Spade EDP 7.5 ml Purse Spray & Pouch when you buy a Kate Spade EDP 100ml or Kate Spade Sparkle 100ml


#KateSpade #TimeToSparkle #MyKateSpadeFragrance #CosmaxPrestige #fragrance #parfum
What’s your #sotd?
For @chadx_, it’s MONCLER Pour Homme Eau de Parfum!

Reflecting a bold synergy of nature, exploration, and discovery, the scent evokes a crisp, cool ode to the great outdoors wrapped in warmth. 

Discover MONCLER’S debut fragrance collection @myer

#Moncler #MonclerParfums #CosmaxPrestige #parfum #perfumelovers
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