Global Personal Care · Multi-market · Brand
Repositioning a heritage fragrance brand for a new generation, driving 16% sales growth
Brand evolution & repositioning for a global personal care brand, recoding inherited romance into modern, self-owned romance with fine French fragrance at the centre.
- sales growth (US$12.24M → US$14.21M)
- 16%sales growth (US$12.24M → US$14.21M)
- market-share gain (6.5% → 8.4%)
- +1.9 ptsmarket-share gain (6.5% → 8.4%)
- YouTube engagement rate
- 40%YouTube engagement rate
The situation
The brand had long been associated with French romance, but that heritage was beginning to work against it. Younger consumers increasingly saw it as an inherited choice, a brand associated with their mothers rather than their own identity.
At the same time, the body-lotion category remained largely functional, centred on hydration and ingredients, while fragrance, one of the brand's strongest equities, was under-leveraged.
The opportunity was therefore larger than relaunching a product. It was to recode the meaning of the brand itself: from passive, inherited romance to modern, self-owned romance, while making fine French fragrance the emotional and strategic centre of the proposition.
What I did
Four moves, in order.
Reframe the brand
Reframed the brand from a legacy romance name into a more contemporary expression of femininity, individuality and control.
Elevate fine French fragrance
Elevated fine French fragrance from a supporting product claim into the central driver of brand meaning, interaction and identity.
Build a new creative platform
Built a new creative platform around the idea of “fragrance as quiet control”, reversing traditional category dynamics by portraying the woman as the one setting the terms of attraction.
Connect the benefit to fragrance
Connected the product's silky-skin benefit with fragrance to create a more sensorial, multi-dimensional proposition rather than another functional body-lotion story.
Extend beyond communication
Extended the repositioning beyond communication through refreshed packaging, a new visual language, social and influencer amplification, and a multi-market rollout.
What changed
16% sales growth (US$12.24M → US$14.21M).
+1.9 pts market-share gain (6.5% → 8.4%).
40% YouTube engagement rate; 31% YouTube video completion rate.
The campaign emerged as the brand's highest-performing campaign in the last 8 years, helping move the brand from inherited romance towards a more relevant, self-defined expression for younger consumers.
© 2026 Sushobhan Chowdhury. This case study is original, copyrighted and proprietary work owned by Sushobhan Chowdhury. Reproduction, redistribution, publication, or use of any part of this material, in whole or in part, without prior written consent or permission is strictly prohibited. Unauthorised use, misuse, or misappropriation of this content will result in legal action being taken against the offending parties.
Set up a call today
If this pattern feels familiar, a conversation is the fastest way to find where the drift is.
→Start a conversation