Joyce

The Task

Develop a creative concept and launch campaign for Oriflame's new trio of fragrances. These fresh, sparkling scents were inspired by exotic flowers and targeted young women, particularly those with artistic spirits who see and feel beauty in everything.

Campaign Concept - Paint Your Own Path

Joyce inspires creative minds to explore the unexpected and paint their own lives with colourful experiences. This trio of fresh, sparkling fragrances appeals to artistic spirits who see and feel beauty everywhere, inspiring women to live vibrant, creative lives.

Brand Key Words: Creative, Artistic, Vibrant, Express, Inspire, Joy

Campaign roadmap and omni-channel deliverables

The product launch was strategically divided into three stages:

Pre-Launch:

• Newsletter and 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 pages content including banners and product images.
• Social Media Content: Focused on showcasing the product.

Post-Launch:

• Website Quiz: Created an interactive quiz to engage consumers.
• Social Media Content: Included educational and inspirational posts, featuring insights from the perfumer and seasonal content.

‍Website‍

For web communication the focus was on create brand and product content.

Social Media (SoM) Content

‍SoM was used to tease and create interest around Joyce fragrances, driving traffic to Oriflame's web page. I designed various posts for pre-launch, launch, and post-launch phases. The visuals featured creative collages with Joyce imagery, combined with artistic watercolor illustrations in a personal mood board. These captured the playful, creative spirit of Joyce, inspiring consumers to get creative.

All SoM content used the Joyce hashtags to create awareness and engage with Oriflame's target audience, who actively post and engage on these platforms: #PaintYourPath, #FindYourArtisticFlower, #JoyceRose, #JoyceTurquoise, #JoyceJade

Instagram post

Sales support material

Catalogue layouts

Sales pitch card

Newsletter

Vial card

Roll-up

Art Director: Rocío López

Copywriter: Claire Allanson

Art Buyer: Sofia Garsten / Camilla Alexander

Model Photographer: Pauline Suzor

Product Photographer: Robert Berggen

Stylist: Mikaela Hållén

Retoucher: Kristin Linden

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.