Case Study
Coty / adidas
Creating the future of fragrance
Image courtesy of adidas
The Challenge
To innovate fragrance, place it within wellness, and rejuvenate the adidas franchise.
Approach
Exploring the emerging landscape of wellbeing and investigating how fragrance and self expression come to life culturally.
Taking inspiration from the rise of mood enhancers to reveal a range of potent positioning spaces.
The Cultural Unlock
Connecting fragrance to mood. Moving perfume away from external projection to a space of personal transformation.
Impact
01
A Gen Z, gender neutral positioning space to create a culturally emergent adidas sub brand.
02
Creative strategy to bring the idea to life with detailed creative guidelines (naming, pack design, colour palette, pattern and imagery).
03
The adidas Vibes collection, a new sub brand of ‘vibrant scents proven to make you feel positive’, launched in September 2024.
04
Enormous commercial success:
- Number 1 mass fragrance in France
- 6% market share in Poland
- Double the market expansion in Italy
“The [Adidas] collection is our largest consumer beauty launch in 10 years, and with this technology innovation, we’re hoping the emotionally charged innovation will surprise and prove successful among younger consumers.”
Smith & Sinclair:
Building a multi-sensory brand
