CONNECTIONS: Kenzo targets younger segment

The aim of the campaign was to promote Kenzo Pour Homme and Flower By Kenzo. It involved on-air promotions on Channel V and a website where visitors could take an online 'perfume personality' test as part of a lucky draw to win a trip to Paris.

Kenzo's traditional target was people aged between 18 and 35, however, the latest initiative was to build awareness among a younger audience within the segment.

Regional marketing manager, Olivier Decazes, said: "The use of an online capability was because we needed to effectively build up awareness among this younger sub-segment of between 18 and 25 year olds, and we strongly believe that going through the internet would have been more efficient."

The campaign, which ran for about eight weeks until the middle of last month, emphasised the Kenzo perfumes.

"The TVC gives a very poetic feel to the products and focuses on the shape of the bottle which is to suggest a brand that is harmonious and beautiful. This is because the fragrance of Kenzo is not too strong but smooth.

"The overall effect is that we tried to express values of poetry, open-mindedness and the mixing of cultures to produce unexpected combinations, said Decazes.