IMPULSE NEW LAUNCH

COMPANY: Unilever/Lever Fabergé – UK
INDUSTRY: Cosmetics & Personal Care
DURATION: 5 months

BRIEF
Rethink the Impulse New Fragrance Launch as it has become predictable and consumers are increasingly indifferent to the platforms introduced.

FOCUS
* 4 concept directions for Impulse NV (new variants)
* The Emotional aspect of the product experience
* Blockbuster fragrance – conceptually distinctive
* On trend with fine fragrances
* Leading edge in mass marked
* Fragrance experience translated to cross-category
* Aspirational and acceptable to global target
* Attract new users

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OUR WORK
* Cosmetics & personal care consumer behaviour
* Linking future trends & consumer needs
* Macro & micro trends for NV concept development
* Key NV concepts for qualitative market research
* Recommendations on current Impulse platform
* Strategic input into the future cycle and role for NV

OUTCOME
* Fragrance ‘GODDESS’ became a bestseller
* Product proposition reached a broader audience
* A fresh and intelligent repositioning of the product

“This project was really taken to the next level thanks to Kjaer Global’s visionary input”