Ascendant

Ascendant – Fragrance Relaunch Campaign

A robust, dynamic scent exuding masculinity.

The Task‍

Develop a creative concept and full launch campaign for Ascendant, a masculine fragrance from Oriflame. Although not a new product, the fragrance—originally launched over five years ago—required a brand refresh to reconnect with its core audience: the masculine consumer in Latin America.

Strategic Insight‍

Ascendant celebrates the powerful connection between physical strength and masculinity. The relaunch aimed to revive this message with a bolder, more contemporary expression of power.

Creative Concept – The Strength Within You

‍As your physical strength soars, you ascend—energized by raw masculine force coursing through your veins.
This concept was brought to life through bold visual storytelling:

• Visual Style: Black-and-white photography was used to sculpt and emphasize the model’s physique, highlighting muscle tone and structure. The human body was used as a visual frame to hero the product, positioning the bottle on the model’s muscular arm.
• Product Imagery: The fragrance bottle was shown atop a cracked stone surface—symbolizing power, force, and impact.
• Atmosphere: Dramatic, intense lighting created a dark and powerful mood that reinforced the themes of strength and masculinity.

Brand Keywords: Strength, masculinity, power, energy

Model and product image

Omni-Channel Deliverables

The product launch was strategically divided into three stages:

Pre-Launch:

• Sales Pitch Card: Educated consultants and highlighted selling points, including detailed descriptions of the fragrance.
• Vial Card Sample: Provided samples to create buzz.
• SoM Teasers: Generated anticipation on social media.

Launch:

• Catalogue Content: Designed layouts for both spread and single-page features.
• Website Content: Developed engaging brand and product page content, including banners and product images.
• Social Media Content: Focused on showcasing the product.

Post-Launch:

• Social Media Content: Included educational and inspirational posts, featuring insights from the perfumer, characteristics of ingredients, and seasonal content.

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‍Website

The web strategy focused on creating a unified brand page that presented both Ascendant and Ascendant Intense as part of the same fragrance family. A homepage banner was also developed to promote the launch and drive visibility.The dedicated page included olfactive notes, multiple product visuals, and model imagery to enrich the storytelling and elevate the user experience.

Social Media (SoM) Content

To build anticipation and drive traffic to Oriflame’s website, a targeted social media campaign was launched around the refreshed Ascendant fragrance. The campaign featured a mix of product and model imagery, short videos, and educational content about the fragrance, including scent notes and insights from the perfumer behind its creation.

Sales support

Vial Card

Sales pitch card

Prints

Art Director: Rocio Lopez

Copywriter: Mike Hibbs

Art Buyer: Camilla Alexander

Model Photographer:Andreas Sjödin

Product Photographer: Sara Wennerhed

Stylist: Teddy Rydberg

Retoucher: Oliver Clutterbuck

If you're interested in seeing other examples and toolbox materials I developed for new product launches at Oriflame, please check out the link below.

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