Agua De Cheiro: PRINCESS PINK FUN LIFE

Credits & Description:

Category: ii. Core FMCG

Advertiser: ÁGUA DE CHEIRO

Product/Service: PRINCESS PINK FUN LIFE TEENS COLOGNE

Agency: HARDY DESIGN

Date of First Appearance: Nov 1 2010

Entrant Company: HARDY DESIGN, Belo Horizonte, Mg, BRAZIL

Creative Director: Mariana Hardy (Hardy Design)

Designer: Simone Souza (Hardy Design)

Account Director: Cynthia Gambogi Massote (Hardy Design)

Account Manager: Marina Lacerda (Hardy Design)

Media placement: Perfume Box And Flask - Brazil - 10 Setembro 2010



Describe the brief from the client

Água de Cheiro is a Brazilian cosmetic manufacturer with 700 points of sale, meeting the need for mass production of beauty products among emerging classes, without neglecting the aspect of aspirations.



Innocent, dreamer teenage girls are the target audience of this product. Originating from Princess Pink Teens line, it emphasizes princess icons.



Describe the challenges and key objectives

As this cologne was a new version of an existing product, we ought to keep the original identity, work on a new bottle and refresh colours and decorations.



Describe how you arrived at the final design

Floral/fruity fragrance defined the colour palette, and nature inspired the iconography, lending the product lightness. Identity brings the original language of the line, with handcrafted delicate illustrations and writing.



Give some indication of how successful the outcome was in the market

Launched in September, 2010, as a Spring limited edition, this cologne reinforced the new brand's positioning "Beauty comes from happiness". It brought vibrant colours to point of sales.



Sales achieved the proposed, and it became a permanent product in Princess Pink collection, due to its success.