Liz Claiborne Realities
A Case Study
Launching a New Product in a Highly Competitive Arena

Background

The fragrance category is cluttered with unattainable fantasies and promises.

Challenges

How could Liz Claiborne reach real women, and make a brand promise that was realistic yet still aspirational and romantic?

Insights

Our research in the fragrance category showed that women did not necessarily spark to a brand positioning that made unrealistic promises. In fact, some women were even put off by the thought that fragrance was all about fantasy.

Connections

The Realities launch stood out from the competition by celebrating the true richness of real life, through intimate portraits of women that are exceptionally relevant and highly aspirational to our target.

Results

This unique fragrance creative generated exceptional buzz and became the top-selling fragrance launch of 2004.