So...? Successful

Jo Cory and Vanessa Brain

1994 launch of So...?, a mass market female fragrance by Yardley. In an overcrowded market, need was recognised to develop a distinctive brand image.
Agency: Brompton Agency, TheAuthors: Jo Cory and Vanessa Brain

So...? Successful

 

INTRODUCTION

The subject of this paper is the launch of 'So...?', a mass-market female fragrance by Yardley, which took place in the autumn of 1994. In under four months from launch it became the fastest-selling mass fragrance by value in a key UK retailer, far exceeding all expectations from Yardley and retailers alike. This paper will focus purely on the UK, where So...? has proved such a strong case - although the success has been mirrored internationally.

It challenged the traditional rules for...

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