Diesel is kicking off a new campaign to promote the new version of its bold fragrance ‘Only the Brave,’ launched back in 2009. Since the new fragrance inherited the brand’s extravagant and rebellious nature, the new campaign was to encompass all these traits, so the brand commissioned Fred & Farid Paris, one of the most brave-hearted advertising agencies, which recent works includes ‘wild and mad’ promotions for Wrangler, to develop the campaign, promoting the new Only The Brave Tattoo. As to the original soundtrack, Diesel tapped Sizzer Amsterdam’s Michiel Marsman and Marcel A. Wiebenga to supervise music creation—the score with an electronic-eighties twist was composed by Captain Bee’s Knees.
cosmetics & perfumes
Ralph Lauren is offering women an opportunity to determine which fragrance from the new The Big Pony Collection for Women suits them best without going to a fragrance shop and smelling tons of samples. With The Life in Color Quiz in the vibrant Facebook application, visitors to the www.facebook.com/RalphLauren page can figure out if they are sensual, free spirited, sporty or stylish, and select the right scent from the new range.
Nivea, the iconic cosmetics brand, which turned 100 last year, is launching new limited-edition packs designed by a fashion designer and leading brand and packaging design agency Bulletproof. The new ‘Nicola de Main’ packaging for Nivea Soft will arrive in stores across UK, Ireland, Scandinavia and The Netherlands in mid-May. The light-hearted and colourful design, which features springs birds, adds to the feeling of the season, sunny cheerfulness and warmth and echoes with the brand’s attitude of making life beautiful.
In 2011, a number of global market giants celebrated their anniversaries—Coca-Cola, Avon and Mercedes-Benz turned 125, Starbucks marked its 40th birthday and Nivea entered its centennial, with grandiose advertising campaigns and promotional efforts. This year, another cosmetics giant, Oriflame, is marking a milestone—the company, which now operates all around the globe, is celebrating its 45th year of presence on the market and launching the ‘45 Years of Fulfilling Dreams’ campaign dedicated to this occasion.