Impulse body fragrance first launched in the 1970s and needed a younger, cooler image. In the spring, Lever Faberge launched Impulse fragrance Goddess, aimed at teenage girls. Objectives
To launch Goddess and make it a best-selling body fragrance. To improve perceptions of Impulse as modern, cool and stylish.
Strategy and Plan
The launch strategy was to associate the brand and the new product with young, stylish female celebrities, who contributed their own mantra of what it means to be a modern goddess.
Stars including Holly Valance, Kelly from Liberty X, Ferne Cotton and Leah Woods took part in the campaign, and their mantras, from the flippant to more serious messages, were turned into limited-edition T-shirts. The shirts were auctioned online at www.impulsegoddess.com to raise money for the Teenage Cancer Trust.
Goddess-branded T-shirts were sent with samples of the perfume to beauty editors on publications aimed at young women. Exclusive competitions to win T-shirts were placed in priority publications and promotional coverage was negotiated with a number of media partners.
These included radio advertorials with celebrities, including Jamelia, on Hit 40 UK; a back-to-front issue of 19 magazine with eight pages of features on what it means to be a goddess, and a T-shirt covermount in Now with a promotional feature.
Measurement and Evaluation
The launch campaign achieved 47 pieces of coverage, including Elle Girl, J17, Bliss, Cosmogirl! and More. According to in-house analysis by Cairns & Associates, half the coverage associated Impulse with empowerment or confidence, and 90 per cent included the website address. There were 121,739 visits to www.impulsegoddess.com as a result of the campaign, and around 5,000 entries were generated through competitions in target media.
Goddess was Impulse's most successful fragrance launch, helping the brand to achieve a fragrance market share of 8.1 per cent.
Market research into perceptions of Impulse was carried out before and after the campaign by Millward Brown, finding that perceptions of 'modernity' improved by six per cent, 'cool' by five per cent and 'stylish' by nine per cent between December 2003 and June 2004.
Former 19 deputy beauty editor Georgia Goodall says: 'We felt the launch, the new packaging and the T-shirts really fitted with our readers. The campaign made Impulse seem more glamorous than its old image.'