Our consumer insight study showed that sampling was the no.1 driver of purchase intention. We therefore developed “Curious Hit Squads” to create a full brand experience, enabling audiences to sample products within their social environments, in conjunction with in-store activity and scent strips via print and outdoor.

The “Dare to be Different” strategy was brought to life across Europe using the most innovative media touch points by market…successfully creating PR, buzz and hype.

In spring 2005 Elizabeth Arden launched “Curious” by Britney Spears in Europe. Objectives were to make “Curious” the number one fragrance launch of the season, maintain top ten positions in key Elizabeth Arden markets, and create strong coverage against core audiences.

“Curious” was no.1 in Elizabeth Arden’s key markets.

In Italy, sales targets were exceeded by 25%. In UK, “Curious” was still no.1 after 6 weeks in Debenhams and “top seller” at El Corte Ingles in Spain. The Nordics achieved 30% of sales targets within first 3 weeks, the best ever.

The “Do you dare” creative concept was brought to life by creating: COVERAGE: via high profile TV programming.CURIOSITY: via teaser activity and a competition to win a trip to meet Britney in a secret location. We used MTV Europe as a communication platform, creating a multi-media package to include digital media.

INTRIGUE: via non-traditional media to include ad scooters, bus wraps, audio outdoor, digital media and other innovative vehicles whereby media drove creative executions.

Our consumer online survey provided insights into fragrance purchase behaviour. We established the “Britney task force” (comprising of Britney fans and young women) to identify key audiences, traits and habits. Segments identified: “Pop Queens” 15-18 year old girls who love Britney. Media junkies, heavy fragrance users, slaves to music and fashion.

“Guilty Pleasures”19-28 year olds who may not be Britney fans. Media savvy, followers of beauty and fashion trends.To captivate these elusive young women, the media strategy developed “Dare to be different”…owning communication vehicles not traditionally used by the cosmetic industry, to create coverage, curiosity, intrigue and experience.