In a unique departure for this category, print activity was focused around the key ‘fashion bibles’. To ensure credibility, it was critical that the creative adopted the same cues from the leading fashion brands that inhabited these environments. A range of formats, including the ‘scented strip’ inserts adopted the fine fragrance style, with references to ‘le nouveau parfum’ and ‘pour femme. Pink was used as the dominant colour in the creative for additional impact and consistency.

During the campaign period unaided advertising recall increased from 7% to 15%, which was higher than during TV flights used in previous years. Baseline share (market share without the contribution of in store promotions) grew 22%. Delivering to Henkel Dixan, the sweet smell of success!