Oilily is a well-known youngster fashion brand (sold all over the world) that is known for its expressive and colourful clothes.

Next to clothes the brand offers bags and fragrances.We were asked to create a design for a new perfume targeting girls aged 10-13 years old.Colorful Licenses already offers Oilily branded fragrances, targeted at young girls. With this new perfume, Colorful Licenses wanted to strengthen the segmentation of its range of perfumes for young girls.

We started the design process with gaining a real insight. We asked several girls to film their bedroom. The bedroom is their domain, in which they safely explore their emerging adult personality.We saw teddybears between "Cosmos" and "Glamours", Collections of nail polishes and handbags! Also the girls said, their bedroom is the place, they chitchat with friends.The insight taught us that sharing with friends is very important. We therefore developed a bottle with a sharing/collectible aspect.The bottle has a felt dress. Each dress contains a different removable element ( star, flower and heart) which the girls can exchange with their best friends or collect them to decorate personal items.

The perfume was succesfully introduced in September 2009.All worldwide distributors have decided to put it on the market.Absolute sales numbers are not known yet.However in Germany, The Netherlands and Belgium sales exceeds expectations.