Brief: To launch the new Goddess fragrance from Impulse and improve perceptions of the brand as modern and stylish.
Method: 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 Fearne Cotton and Tamara Beckwith 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 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.
Results: Support from 13 celebs helped secure 47 cuttings with a reach of 46 million, including Elle Girl, J17, Bliss, Cosmogirl! and More. Half the coverage associated Impulse with empowerment or confidence, and 90 per cent included the URL. Goddess was Impulse’s most successful fragrance launch, helping the brand to achieve a fragrance market share of 8.1 per cent.
Endorsement: 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”.