POWER

TitlePOWER
BrandKENZO PARFUMS
Product / ServiceFRAGRANCE
CategoryA02. Best Use of Magazines/Newspapers
EntrantZENITHOPTIMEDIA Singapore, SINGAPORE
Entrant Company:ZENITHOPTIMEDIA Singapore, SINGAPORE
Media Agency:ZENITHOPTIMEDIA Singapore, SINGAPORE

Credits

Credits

Name Company Position
May Loong Zenithoptimedia Director
Jean Lin Zenithoptimedia Planner
Samantha Hui Kenzo Parfums Brand General Manager

Results and Effectiveness

The magazine execution and editorial slant reinforced the significance of power that is authoritative, not overbearing, classy yet not ostentatious, and masculine yet not brutish. Kenzo Power was client’s fastest-selling male fragrance, with 80%+ of sales target achieved shortly after the magazine was placed on newsstands. MediaCorp Publishing reported that all newsstand copies of the February issue of Arena were fully sold out.

Creative Execution

RE-INTERPRET …. • Appropriate persona – Must be a prominent male figure epitomizing key qualities that Kenzo Power represents – Charismatic masculinity which is elegant and sensual. • Arena’s Feb issue was `Power’ themed, with 14 pages of editorial on power AND Barack Obama on the cover …THEN LURE • Sampling – bringing the experience to our audience via a sampling execution. • Visual Impact - Reinforcing the brand values in an artcard environment, with vial sample placed above a silver foil sticker resembling the actual metallic bottle, for strong visual association. • Brand involvement – further appreciation of the aesthetics of the silver metallic bottle, designed by Kenya Hara, the art director of Muji, and inspired by the bottle he had created for the Hakkin Sake, a premium Japanese liquor. • Peer endorsement – reviews from 2 male personalities on the subtle, yet strong appeal of Kenzo Power, to heighten readers’ identification with the fragrance.

Insights, Strategy and the Idea

• Kenzo Parfums is celebrated for its female fragrances • In 2009, with the launch of Kenzo Power, a “flower for men”, designed to appeal to the sensitive and masculine man, is positioned as Kenzo’s newest pillar to build up share of voice in the male fragrance market. • To Kenzo, true power is NOT testosterone-laden, brute strength; instead it is a refined and sensual masculinity. • Our challenge is to reach beyond the 5%* of men who are willing to spend on personal care products (*AC Nielsen). Past research findings also highlight that men rarely visit beauty counters specifically to sample new fragrances. • The other big challenge is to overcome the common perception that Kenzo Parfums only carries female fragrances • The insight is to engage them in the product experience even before they enter the department store, through re-interpretation and newfound understanding of the essence of `Power’.