Tweak was engaged to design the original Fragrance Temptations, which burst onto the scene in 2010 making a visually striking statement on shelf as a black range.
The exotic fragrances and contemporary graphic style connected with younger consumers who have modern aspirations and lifestyles. Based on this initial success Tweak continued with the evolution of the next generation of Fragrance Temptations in 2014. Since launch, both the Fab & Fluffy Fragrance Temptations ranges have delivered outstanding results in market.
Fluffy Fragrance Temptations
Following an initial launch campaign with TV advertising support, Fluffy Fragrance Temptations growth has been driven by a combination of disruptive packaging & evocative fragrances to deliver outstanding results in market. With the #1 SKU in the category (Spice Allure 1L, $SOM in latest Qtr 05/01/14), Fragrance Temptations has became a core sub-range within the Fabric Conditioner category, growing to a 14.3% $SOM (YTD 05/10/14) and helping to drive the transition to concentrated offerings.
Fab Fragrance Temptations
The Fragrance Temptations range has also demonstrated success in the detergents category, with Fab delivering steady growth since launch, reaching a 4.7% $SOM (YTD 05/10/14) in an approximately $500m category. Fab Fragrance Temptations has been central to the 2014 relaunch of Fab Liquids, delivering 50% of Fab Liquid sales since entering the market in early 2014. The revitalised graphics and packaging also provides Fab with a premium look and feel to an economy product offering.
The challenge in evolving the Fragrance Temptations design was to maintain the range look, whilst updating the graphics to align with the discerning younger consumer who have a well developed sense of current trends. The abstract graphic illustration style was redesigned to more literally communicate fragrance. The new look includes filigree elements and abstract flower shapes. The flower shapes represent a merger of fabric and fragrance swirling in designer fragrance. The filigree elements are in line with modern vintage trends used in current high-end fragrance communication.
