Hugo Boss

Boss Orange

Problem

In 2009 we launched a new fragrance for women, BOSS Orange. Hugo Boss had long struggled to break into the female fragrance market. Our challenge was to overcome the brands perceived masculine heritage in a category where femininity was paramount.

Insight

We identified a target group for whom the unattainable luxury of most perfumes was alienating. These women valued being seen as genuine and positive; a need the category was ignoring.

Solution

Sienna Miller was the perfect choice for our celebrity face; beautiful but not impossibly perfect and known for being genuine. Key to confronting BOSS’ image was an in-store presence where we created relaxed, feminine environments with high levels of sampling, supported by a range of media including TV, magazine, outdoor, PR and online sampling through banners and websites.

Results

BOSS Orange has been one of P&G’s most successful launches. In all launch markets, Orange achieved an immediate top five position; highest ever share of any female fragrance launch in Germany, and the best P&G launch in the UK for five years. In addition the effectiveness of this campaign has just been recognized by receiving a Gold at the Euro Effies for new product launch.