Complete cooperation between brand and event: as the official partner, the Brilliance logo was placed on all promotional materials prior to event: OOH, invitations, catalogue and print advertising. Endorsement from Fashion Week appeared in all Brilliance promotional: TV and print ads, packaging and POS materials. At the event: Brilliance banners at entrance, in the catwalk zone, logo in interview zone, and in exhibition area banners, rotating pylons, floor stickers and TV commercials.

In 2004, Brilliance maintained its leadership position in the premium segment despite a highly cluttered and news-driven marketplace (4 new brand launches and 4 brand re-launches) and a SOV that was down 50% vs YAG (8.9% vs 15.9% in 2003).

(Source: AC Nielsen)