Targeted by the campaign are consumers who use fragrance products occasionally and the aim is to entice them into becoming fragrance fans who use them more often.
According to the Fragrance Foundation president Rochelle Bloom, such consumers number about 62 million in the US and changing their behaviour would have a significant effect on the industry.
“In a declining retail environment, increasing sales by 2-5 per cent would have a significant impact on the total category,” she said.
'One drop changes everything'
Bloom described the campaign, which is called ‘One drop changes everything’ and focuses on the transformative nature of fragrance, as a ‘unifying rallying cry’ for the industry.
“We want to entice and engage with the consumer and get the fragrance companies behind the campaign in a big way without infringing on their own brands,” Bloom added.
According to the Fragrance Foundation’s spokesperson Lyn Leigh, the industry is reacting enthusiastically, and supportively.
Bloom has high hopes for the campaign and said it will not be limited to visual adverts in print media.
High level ad campaign
Billboards, bus shelters and tradiational media placements were all mentioned as well as wrapping buildings and social networking.
A website www.onemightydrop.com will also support the campaign nearer the campaign launch date in January 2010.
The campaign will feature the image of a perfume atomizer as a cut-out silhouette and the visuals appearing within the atmosphere will be modifiable depending on the nature of the advert.
Text will accompany the image to communicate what might happen when you apply fragrance. “One drop and you’re fabulous” and “One drop and you’re in love” are examples of the text that could accompany the advert.