North for Men

The Task

Develop a creative concept and launch campaign for Oriflame’s new trio of men’s fragrances. These fresh, versatile scents are designed for young men and intended to be worn generously throughout the day, from morning to night.

Campaign Concept - Pick your Moment

Our man likes simplicity in his everyday life, so let’s present his daily fragrance choices that way. Three scents, for different moments of his day: relaxing and feeling fresh, and feeling confident for an evening out. And we will present each of these moments just the way he likes it – clear and simple.

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Brand Key Words: Fresh, Simplicity, Confident

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.
• SoM Teasers: Generated anticipation on social media.

Launch:

• Catalogue Content: Designed layouts for 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:

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

Model Image

The model photography was shot in one day at Studio Perra in Stockholm. In addition to art direction, I was responsible for preparing all the scenography.

Product Image

Website‍

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

Social Media (SoM) Content

Social media was used to tease and build excitement around the North for Men trio of fragrances, driving traffic to Oriflame’s website. I designed a series of posts for the pre-launch, launch, and post-launch phases. The visuals featured a young man in different moments of his day—getting ready in the morning, at the gym, and preparing for a night out—highlighting the versatility of the scents.

Instagram post

Sales support material

Catalogue layouts

Team

Art Director: Rocío López
‍Copywriter: Mike Hibbs
‍Retoucher: Erik Niklasson - Kristin Linden
‍Product Photographer: Sara Wennerhed
‍Model Photographer: Peter Gehrke
‍Stylist: Ursula Wångander
‍Grooming: Teresa Grundin
‍Model: Tiaan Kotze

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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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