This niche fragrance brand, now owned by Esteé Lauder, is distributed solely in its own flagship stores and department store shop-in-shops. It was launched in Italy without any advertising support. We were hired to sustain the company’s commercial strategy through focusing on the opening of its stores.
We organized high-level in-store events for the opening of the most strategic flagship stores and shop-in-shops, utilizing our own network of contacts to ensure the attendance of VIPS, celebrities and top-tier social, lifestyle and beauty editors. Furthermore, we created Ambassador Programs and supported new product launches.
We generated excellent exposure for Jo Malone in the social sections of key publications, as well as significant word-of-mouth within the VIP environment. Both of these contributed to healthy sales in the new stores and an excellent reputation and image for the brand.