Dolce&gabbaba beauty - Make up and Fragrance
Global Press Trip to Capri - Celebrating 20 years of the iconic Light Blue fragrance:
Creator Coverage Highlights:
Press Coverage Highlights:
Objective:
To celebrate the iconic love story of the Light Blue franchise.
To raise awareness of DG Make up to a domestic audience.
To drive extended brand storytelling.
To sustain the crown and drive extended coverage on blockbuster franchise = K by Dolce&Gabbana.
To drive retail and e-retail sales on DG Make up & Fragrance.
How this was achieved:
By hosting key UK press at the global PR trip in Capri to celebrate the 20th anniversary of Light Blue.
By securing interviews with Brand Ambassadors David Gandy, Bianca Balti, Monica Bellucci and Industry expert Master Perfumer Rodrigo Flores-Roux in key UK Press.
Via strategic influencer partnerships supporting new launches and core collections.
By engaging with key press and creators through personalised emails, eblasts and creatuve mailers, as part of an always-on approach.
Results:
Delivering extensive growth YoY: 2022 MMI Rankings for the fragrance category - Narciso Rodriguez (#11)
First Market to create bespoke content for DG Beauty using new social platform for the brand. On counter activity with Harrods Beauty Director filmed in DG CASA Harrods to support the worldwide exclusive of Passionlips in 2020 (3,088 Views) and Velvet Black Patchouli in 2021 (1,598 views, 97.3k Followers)
Gillian Anderson wearing Dolce&Gabbana Beauty on winning Best Actress at 2021 SAG awards
Numerous Industry awards includng Grazia beauty awards, British GQ grooming awards