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ALLURE CHANELAllure chanel is a campaign that is based on repositioning the perfume to a more versatile and young age. The campaign introduces a new formula and perspective that Allure follow to be strong enough to compete.

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Analysis & StudyPrimary research

Analysis & StudySecondary research

The cologne among competition stands no chance following the same “sexy” vibe trend. With other products that have secured a spot on the being leaders in the trend, Allure as a new strategy that have been called “cliche” is failing. With Chanel, the mother company setting high prices, the product becomes not only a non ambitious product, but a last choice in consumers mind

The U.S. and neighboring countries include Chanel “Allure” in the top 5 but the product cannot find a specific strategy to lead to be awarded amongst the top five in the MENA reigon. The product apperently is a core perfume or that product that consumer tend to come back to after trying newer products. It’s loyal customer are repeitively complementing the product for being stable in the maret, but with it loyal customers decreasing in number, Allure now wants to turn around 360 degrees and concentrate on the youth who have high expectations of being the next loyal.

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MoodThe mood revolves around being elegant, sopisticated, social/interactive (lively) and fresh

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The problem within the productline is that in a competitive market allure stand as 2nd choice for consumer

ProblemTo be more interactive in the market and specifically think of a repackaging module which is lead by competition

Solution

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Print AdsThe advertising is trying to catch the smooth, classy and elegant patch. It tends to lean more towards fashion and style than a sexy and vibrant mood. It tends to support the idea of `dubai ‘.

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Magazine Insert IMagazine insert is constructed to simply add curiousity within people mind wtth an indirect ques-tion headline for more people to visit the website and interact with the brand.

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Magazine Insert II

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Packaging Design

The advertising is trying to catch the smooth, classy and elegant patch. It tends to lean more towards fashion and style than a sexy and vibrant mood. With its unique logo that is structured in an ancient arabic font called “Kufi”, the logo stands out as the pattern around it is . creatively strucured

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BannerThe banner is leniant more towards the elegance as it is constructed simply as a call-to-action where it focuses on pushing people towards visiting the website.

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WebsiteThe website includes a Call-to-Action, The USP and several features and benifits. Its theme is constructed around the elegance & interactive element.

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The T.V. commercial is a basic intel on Dubai but metaphorically, Allure which is the representation of Dubai is explained in the Ad.

T.V.Commercial

A trip to journey through time. A scent thats worth pearls and dimes

i’v been called unique and extrvagant.

I’v been rated among the stars

Each light defines who I am

But what really sets me apart are the diversity of the people

The thinkers.

The innovators. The dreamers. I am Dubai, I am Allure. Allure By Chanel

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The radio script is the experience of Dubai, explained by people. Although many tend to complement Dubai, The sound track will be cropted perfectly to suit the metaphor.

Radio Script

Narrator: Allure perfume. So good that it represents Dubai perfectly.

Character #1: I love Dubai, there’s truly nothing better.

Character #2: I agree. It’s sophisticated, glamorous and chique all in one!

Character #1: Best of all, I almost never find myself sitting lazy at home. I’m always out during the night and day!

Character #2: Yeah, my social life has improved so much!

Narratior: Allure perfume. Dubai’s special brand of perfume.

Jingles: Allure (Aloo’re) (5 secs)

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The stationary defines Allure with its Arabic calligraphy logo stated with its diverse and robust history along with “Allure by Chanel” crafted with a “Trajan” font to further explain the history and the muscularity.

Stationery

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