Today Tomorrow Always Radiance
Avon, Fragrance Launch
Working alongside Art Director extraordinnaire, Marek Gierasimuik, I led the copy for Avon’s new TTA fragrance launch, Radiance, shaping the concept and developing the product manifesto, tagline, messaging hierarchy, brand film scripts, copy across activation and brochure spreads for transcreation. I had such fun on this project and was thrilled at its success in the brand’s largest growth markets.
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The challenge
Introduce a new fragrance to a long-loved sub-brand and capture the attention of loyal and new audiences in a crowded category. The copy needed to feel premium and aspirational while remaining accessible, balancing sophistication with clear product storytelling that would resonate across markets and drive trial.
The approach
We anchored the concept in the key olfactory notes and translated them into evocative, sensory language that brought the scent to life. I developed comprehensive campaign copy for all channels that positioned Radiance as the ultimate celebration of inner light and quiet confidence.
The outcome
The result was a cohesive, distinctive launch narrative that elevated Radiance within the portfolio. The campaign performed exceptionally well, driving strong trial and engagement across Avon’s largest growth markets.
