To increase market share and update the 10-18yr target market look, we worked with focus groups and 'Live a Charmed Life' was conceived, moving Cool Charm into a new era of polished sophistication. A rich and dramatic backstory was created for the launch of each new scent profile, combining high fashion with storybook themes appealing to a younger market. Featured in youth magazine, print, online, in-store and sampling, the successful storybook campaign continues.
(now Perrigo Australia)
Art Direction, Stylist