Designer department store, Liberty London, has created a new fragrance range, which it’s launching with a multi-channel advertising campaign.
Described as the brand’s biggest launch “in a century” the 5 scents explore “the beauty and inspiration behind some of Liberty’s most iconic prints,” reinterpreted by world renowned perfumers.
The Liberty LBTY. Fragrance collection’s media planning was developed by Manchester’s Love Sugar Science.
“Our mission has been to reach our consumer target; the luxury shopper and fragrance pioneer when they are most receptive and to use creative formats that showcase our beautiful campaign,” explained Laura Simpson, Managing Director of Liberty LBTY Beauty.
“The media plan from Love Sugar Science was smart and creative and they have been a real pleasure to work with.”
It will feature across super-premium outdoor environments in London, including a D6 Loop which begins at Liberty London’s flagship Soho store and encircles the Oxford Street shopping area.
There will be high-impact homepage takeovers in Vogue and Tatler, and this will continue through a partnership with Conde Nast in the run up to Black Friday and Christmas.
“As a united marketing team across client and agency, we’re so excited to be able to help bring some fresh and modern swagger to an established, historic London brand,” stated Jessica Scott, Co-founder Love Sugar Science.
“By identifying the liminal space between offline and online journeys, we have created a media experience which caters to all purchase journeys, captivating customers and bringing them into the Liberty brand world.”
