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Re-introducing the

CAROLINA fragrance

with print

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!1BY MENGYU CHEN

EXECUTIVE SUMMARY !Goal Carolina perfume is a produced by Carolina Herrera. The perfume has recently become dormant, both at the perfume websites and fragrance counter. My goal is bring back the perfume with a print campaign that will return excitement to Carolina. !!!!!!

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!2BY MENGYU CHEN

Target Customers I am going to re-introduce Carolina perfume to women from 25-35. My target customers always have self-confidence and unique taste. They always have their own style. They are fun, smart and charming.

Competitors The competitors are No. 5 by Chanel, LA VIE EST BELLE by Lancome, L'instant de guerlain by Guerlain, and some other high-end perfumes. I want to differentiate Carolina perfume from other competitors by emphasizing that Carolina is for women who have unique taste. They care about fashion, and constantly check what’s new. They will not only keep up with the current trend, but mostly importantly, they will keep their own style.

Inspiration Even though it is a re-introducing, I still want to keep some original elements from Carolina. My inspiration is from Carolina Adriana Herrera, one of Carolina Herrera’s daughters. The perfume is her mother, Carolina Herrera designed for her. !!I find that Carolina Adriana Herrera is a very unique person. She always keeps her own style. Nowadays many celebrities want to show people their perfect moment, such as having perfect skin and always looking young. However, I find in many of Carolina Adriana Herrera’s photos, I could clearly see her freckle. I interpret this to mean she is confident with herself and dares to show the real side of her. She doesn’t need to hide anything. !I also found that Carolina Adriana Herrera likes dark color. Most of her clothes are in black and white. Sometime she will try purple or blue. I think she is a very cool person. !!!!!!!!!

!3BY MENGYU CHEN

!!!!!!!!Carolina Adriana Herrera took picture of her mother Source: latinposh.blogspot.com

Strategy & Design !In my campaign, I chose Natalie Portman as Carolina’s spokesperson. I think Natalie is a very special actress. She is smart, charming, and has her own style. Her image matches perfectly with the brand. She looks very young, but she already got married and became a mother. My target is from 25-35. This group looks young and some of them already married and have kids, just like Natalie. I think choosing Natalie as the spokesperson exactly brings the whole idea of the brand to my target customers and creates things they could related to. !I redesigned Carolina perfume’s bottle. I think the current bottle is not that attractive to my target customers. I chose purple for the new decanter, because I think purple is cool and also shows a hint of mystery, which I believe is perfect for women. I want to show the uniqueness of the perfume, so I made the shape of the decanter sharp instead of using a round shape or heart shape. !I recommend using magazine ads to deliver the message. At the same time, Carolina Herrera could launch the TV ads. I designed two magazine ads (see the images below). The story behind the advertisements is that when people are being asked which perfume they would choose, they all answer “Definitely, Carolina”. I want to show people that you could never go wrong if you choose Carolina and it is so unique. From the ads, customers could tell Natalie chose Carolina without any hesitation. !- Magazine ad 1

!4BY MENGYU CHEN

CarolinaDefinitely

CAROLINAHERRERA.COM

!- Magazine ad 2

!- Redesigned Perfume Bottle

!5BY MENGYU CHEN

Definitely

Carolina

CAROLINAHERRERA.COM

References

[Carolina Herrera logo]. Retrieved February 20, 2014, from: http://xvost.org/logos/carolina-herrera/ ![Carolina Herrera logo 1]. Retrieved February 20, 2014, from: http://www.fragranceexpert.com/carolina-herrera-212.html#.U1AmxOZdUxU ![Untitled photograph of Carolina Adriana Herrera and Carolina Herrera]. Retrieved February 20, 2014, from: http://latinposh.blogspot.com/2013/10/classic-style-carolina-herrera.html ![Untitled photograph of Natalie Portman]. Retrieved February 20, 2014, from: http://www.go4celebrity.com/natalie-portman/wallpaper/97 ![Untitled photograph of Natalie Portman looked back]. Retrieved February 20, 2014, from: http://hqwide.com/natalie-portman-wallpaper-33989/

!6BY MENGYU CHEN