By and  on October 2, 2009

After nearly a decade of declining sales, the more than $3 billion American fragrance industry will attempt to drive more usage among consumers this winter with a landmark multimedia campaign that the Fragrance Foundation hopes will raise awareness.

Conceived by Yard, the New York-based advertising and design firm, the campaign — dubbed “One Drop Changes Everything” — aims to play on consumers’ emotions, reminding them of the transformative power of fragrance. It will begin running in late January, with the hope that it will positively affect Valentine’s Day fragrance sales.

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