In the development of Mary Kay’s premium fragrance collection, I was challenged to launch a new anchor brand. To elevate this new fragrance category, I created an upscale concept focused on luxury positioning with a rich visual treatment reflecting sensual roots.
A healthy project budget allowed for shooting on location, couture styling and post-production that supported the creation of an immersive, otherworldly vibe—delivered as a toolkit including video, print and social media content. Once launched, the project was able to help Mary Kay win market share in the highly competitive international fragrance market. Belara Midnight remains a best-selling fragrance in Europe.
Introducing Belara Midnight™ Eau de Parfum, the captivating NEW fragrance from Mary Kay.