Givenchy
French Luxury Perfumes & Cosmetics
Localising a Campaign Podium for APAC Travel Retail
The Brand
Founded by French designer Hubert de Givenchy in 1952 and acquired by LVMH group in 1988, Givenchy is a key player of the luxury beauty sector. Continuing to produce cutting-edge makeup and skincare inspired by haute couture and ready-to-wear, the brand stands for French sophistication with an irreverent touch.
The Challenge
The Givenchy APAC Travel Retail team wanted to adapt the “I Believe in Pink” 2019 campaign podium provided by headquarters to make it more engaging for Asian shoppers. Featuring fragrance, makeup and skincare products, the promotional space would be rolled out at DFS in Hong Kong and Seoul.
Our Solution
We profiled the main shopper personas, mapped their emotional journey and created the “Pink Box” concept. We then redesigned the HPP, leveraging the campaign visual assets, favouring light, pink, see-through materials and placing the focus on newly launched Rose Perfecto lipstick. We staged a step-by-step Art of gifting display and developed a set of personalised packaging.