Brief Explanation

As much as we all rely on our eyes and ears, little do we realize that our most powerful memories are often stirred by the sense of smell. 'Imaginary' is all about harnessing such vivid memories and imageries uniquely triggered by even the slightest whiff of a fragrance.

The Brief

Fragrance has been associated with women for a long time, however, is it possible if a scent can be created into an object of beauty.

How the final design was conceived

By tapping into the ability to 'unlock personal memories and imagination', we designed the packaging of the limited edition body fragrance series as blank canvases, allowing individual users to have a totally unique and personalized product experience beyond just enjoying beautiful designer's scents. Rather than labeling each fragrance with predetermined names from the brand point of view, we let the users experiences the scent, explore their triggered memories, and express their imagination with imageries and symbols most meaningful to their own pesonal expereinces.

Indication of how successful the outcome was in the market

The product range was sold out months in advance. Over 5,000 unique user-generated bottle designs were uploaded to the campaign website, and shared via social media. These were then viewed in excess of 725,000 times, spreading the power of fragrance, the power of memories and the power of idea.