Lenor Parfumelle – 'Dresses in luxury'
CAMPAIGN : LENOR PARFUMELLE 'DRESSES IN LUXURY'
Client Company Name: Procter&Gamble
Brand Name: Lenor
Category: Product/Service Launch
CAMPAIGN BACKGROUND & SUMMARY
How we made recession smell a little bit nicer.
2008-2009 saw a global economic crisis. Fabric enhancer category suffered decrease. Luxury versions of all products were under threat from household thrift drives and value messages ruled the day. With this background Lenor launched its Parfumelle Collection, an exclusive perfume for fabrics and a new super-premium segment for Lenor and for the market. It faced two major challenges in doing so:...