The only rule, it seems, is that there are none.
In a market climate of retail fragmentation and disintermediation, beauty brands can no longer follow formula in advertising and marketing.
So when a 180 year-old French fragrance house set on launching a new, global product aimed at a younger consumer approached us, they came prepared to eschew formula. The client sought to execute a global beauty brand launch campaign deliberately omitting a classic advertising centerpiece: the “hook” of the celebrity endorsement.
This decision carried obvious impact on the creative look and feel, and also demanded novel approaches to paid media strategy given the global nature of this campaign’s scope and aggressive sales goals.