DKNY HEART - Starboard Specialist Training
DKNY HEART - Starboard Specialist Training
DKNY HEART - Starboard Specialist Training
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pure<strong>DKNY</strong> verbena
PLATFORM<br />
POSITIONING<br />
CUSTOMER<br />
FRAGRANCE<br />
PRODUCTS<br />
PRICING<br />
COMMUNICATION<br />
DISTRIBUTION<br />
<strong>DKNY</strong> BRAND ARCHITECTURE<br />
BE DELICIOUS ORIGINAL <strong>DKNY</strong> PURE <strong>DKNY</strong><br />
The emotion of New York<br />
Hedonistic & optimistic<br />
Women 18+<br />
Fruity, floral<br />
Fragrance, body, color<br />
Prestige/designer<br />
Digital, TV, print, outdoor, PR<br />
Global (full dpt/specialty<br />
stores, perfumeries)<br />
The style of New York<br />
Sexy & empowering<br />
Women 18+<br />
Fruity floral<br />
Fragrance, body, color<br />
Prestige/designer<br />
Digital, TV, print, PR<br />
Global (full dpt/specialty<br />
stores, perfumeries)<br />
The voice of New York<br />
Responsible & sustainable<br />
Women 18+<br />
Floral oriental<br />
Fragrance, body, home<br />
Prestige/designer<br />
Digital, TV, print, PR<br />
Global (full dpt/specialty<br />
stores, perfumeries)
a revolutionary<br />
fragrance that<br />
broke<br />
new ground
created a new segment in<br />
the fragrance industry –<br />
responsible and sustainable
a story that touched consumers<br />
through strong messages<br />
love, joy, comfort<br />
and social awareness
a fragrance that spoke to women who<br />
wanted to be a part of something bigger<br />
a community that cares and wants<br />
to make a difference
a new fragrance model<br />
that was strategically crafted<br />
as a slow and steady build
a brand with a strong message<br />
in a world that moves faster everyday, you need a<br />
moment of calm. to find beauty in living simply. taking<br />
time out for the things that are closest to your heart:<br />
love, joy, comfort. embracing relationships. creating<br />
community. pure<strong>DKNY</strong> is more than a fragrance –<br />
a state of mind, a way of being. living responsibly.<br />
pure<strong>DKNY</strong> strives to take small steps to help make<br />
a difference pure and simple.
consistent messaging<br />
throughout the year
fall/holiday focus is giving back<br />
and our CARE partnership
the story
it started with a drop
and became one of the most<br />
creative and socially conscious<br />
fragrance launches to date
why pure?<br />
because we knew…
the consumer<br />
today is more<br />
connected to<br />
her world than<br />
ever before
eing responsible<br />
is not an option
it’s an<br />
expectation<br />
for herself,<br />
her community<br />
and her<br />
products
pure<strong>DKNY</strong>
the first designer<br />
fragrance with<br />
a conscience
every element<br />
was thoughtfully<br />
selected
from the naturally derived<br />
vanilla from Uganda
to the<br />
materials
+<br />
+<br />
+<br />
+<br />
+<br />
+<br />
+<br />
+<br />
environmentally responsible<br />
100% recyclable glass<br />
100% recyclable high purity aluminum cap<br />
100% biodegradable carton made from<br />
sustainably managed forests<br />
low VOC inks<br />
NatureFlex wrap<br />
manufactured with renewable energy
to the<br />
spokesperson
Angela Lindvall<br />
the eco-maker
together they<br />
make a difference
pure and simple
love<br />
joy<br />
comfort
pure<strong>DKNY</strong> is building for the future<br />
one drop at a time<br />
not just launching another fragrance<br />
carefully building a pure<strong>DKNY</strong> franchise
a collection of scents built on the<br />
common thread of being responsible<br />
and sustainable<br />
each with its own naturally derived<br />
ingredient and olfactive signature
a drop of vanilla<br />
a soft floral
introducing a drop of verbena<br />
a citrus green floral
the fragrance
a drop of verbena<br />
sourced from Togo
a drop of goodwill
Togo<br />
+<br />
+<br />
+<br />
one of the poorest nations<br />
in the world<br />
the average income per person<br />
is less than $1.25 a day<br />
isolation has further aggravated<br />
its weak economy
we work with<br />
Togoloese verbena<br />
basil farmers<br />
training, fair pricing,<br />
and safe employment
this is not a cash partnership<br />
it’s more sustainable
the purchase of pure<strong>DKNY</strong><br />
creates more demand and<br />
therefore more opportunities<br />
to build lives and communities
a pure gift
continuing our<br />
partnership with CARE
it started with a drop
and continues to make<br />
a difference<br />
pure and simple
pure moment event<br />
in a world that moves faster every day,<br />
you need a moment of calm
it started with a drop<br />
and it makes a difference<br />
pure and simple
Strategy<br />
Retailer exclusive opportunity.<br />
Create theater to garner awareness.<br />
Playful, delicious positioning.<br />
Reinvigorate core Be Delicious.<br />
Attracts a younger consumer.<br />
Entry price point.<br />
Quick sell through with managed forecasts.
NEW YORK<br />
LONDON<br />
MADRID<br />
AMSTERDAM<br />
STOCKHOLM<br />
BERLIN<br />
HONG KONG
Savour one of our<br />
delicious sugar-coated<br />
desserts. Our Sweet<br />
Delicious fragrances are<br />
loaded with scintillating<br />
sweetness that entices<br />
with sophistication and<br />
satisfies with fresh<br />
delectable notes.
Tart Key Lime<br />
Sweet Delicious Tart<br />
Key Lime is a splash<br />
of juicy fruits and lush<br />
greens, it exhales<br />
dazzling freshness for<br />
lots of lip-smacking fun.
Pink Macaron<br />
Delightfully girly, Sweet<br />
Delicious Pink Macaron<br />
is a playful, delectable<br />
confection filled with<br />
mouth-watering accords,<br />
textural florals and<br />
a sensual creamy<br />
backdrop.
Creamy Meringue<br />
Sweet Delicious<br />
Creamy Meringue<br />
sets its cheerful<br />
personality with<br />
a vibrant radiance<br />
interlaced with<br />
femininity and<br />
tantalizing allure.
Strategy<br />
Animate Sweet<br />
Delicious to create<br />
theatre and leverage<br />
the overall Be<br />
Delicious franchise
The sun glistens brightly and the crisp air is full of energy, it’s<br />
summer in New York, and the ultimate chic girl is ready take<br />
over the city!<br />
The tantalizingly rush opens with a colorful medley of sparkling<br />
Clementine and Pomegranate, accented with a touch of<br />
luscious Green Papaya, a sexy, energetic introduction that<br />
captures the spontaneity of summer in New York.<br />
A playful heart continues to seduce the senses with a stylish<br />
bouquet of Orange Flower and Magnolia wrapped in a<br />
flirtatious layer of Linden Leaves. It shimmers like a breeze of<br />
sheer optimism and excitement.<br />
Underneath, Musk and White Amber effortlessly merge and<br />
like golden rays of sunlight, a warm, addictive signature is<br />
revealed to accompany those unforgettable summer<br />
memories.
top notes<br />
CLEMENTINE<br />
POMEGRANATE<br />
GREEN PAPAYA
top notes<br />
CLEMENTINE
top notes<br />
POMEGRANATE
top notes<br />
GREEN PAPAYA
middle notes<br />
ORANGE FLOWER<br />
MAGNOLIA<br />
LINDEN LEAVES
middle notes<br />
ORANGE FLOWER
middle notes<br />
MAGNOLIA
middle notes<br />
LINDEN LEAVES
ottom notes<br />
MUSK<br />
WHITE AMBER
ottom notes<br />
MUSK
ottom notes<br />
WHITE AMBER
The vibrant energy of summer in New York bursts like a breath<br />
of fresh air. Ready to seduce the city, this provocative tonic<br />
channels a magnetic appeal and modern irresistibility.<br />
Captivating from the start, the invigorating energy of summer<br />
in New York is embodied with a fresh and luminous burst of<br />
Yuzu and Grapefruit, enhanced with White Pepper hues, an<br />
intriguing introduction.<br />
The aromatic heart opens with an impeccable fusion of<br />
masculinity as Geranium and Elemi charm with style. The<br />
cooling splashes of Seamoss create a refreshing yet sensual<br />
twist, adding a charismatic edge.<br />
Beneath the surface, a warm and rich balance of Labdanum<br />
and Vetyver wrapped in Cedar create a perfect finishing<br />
touch to any sexy, confident New York man ready for those hot<br />
summer nights.
top notes<br />
YUZU<br />
GRAPEFRUIT<br />
WHITE PEPPER
top notes<br />
YUZU
top notes<br />
GRAPEFRUIT
top notes<br />
WHITE PEPPERCORN
middle notes<br />
GERANIUM<br />
ELEMI<br />
SEAMOSS
middle notes<br />
GERANIUM
middle notes<br />
ELEMI
middle notes<br />
SEAMOSS
ottom notes<br />
LABDANUM<br />
CEDAR<br />
VETYVER
ottom notes<br />
LABDANUM
ottom notes<br />
VETYVER
ottom notes<br />
CEDAR
<strong>DKNY</strong> <strong>HEART</strong><br />
We will bring excitement to our core fragrances with a limited<br />
edition <strong>DKNY</strong> Heart promotion:<br />
• Limited Edition Packaging: Push the core on Be Delicious<br />
• New Juices: <strong>DKNY</strong> Heart Paris, London, Rio, and <strong>DKNY</strong> Original<br />
• Strong Visual Presence: Fun, <strong>DKNY</strong> Heart<br />
• Heavy Sampling: VOC, deluxe mini’s, lotion<br />
• Impactful Events: <strong>DKNY</strong> <strong>HEART</strong> Lights up the City<br />
• Media: Be Delicious TV, print, Core Club social media
THE STORY
<strong>DKNY</strong> HAS BOTTLED THE LOVE,<br />
ENERGY, AND SPIRIT OF NY IN<br />
A COLLECTION OF URBAN<br />
SCENTS REPRESENTING THE MOST<br />
LOVED CITIES OF THE<br />
WORLD
<strong>DKNY</strong> LOVES PARIS,<br />
THE COSMOPOLITAN<br />
CITY OF LIGHT<br />
BEAUTIFUL AND ROMANTIC, THE<br />
CAPITAL OF ART AND FASHION
<strong>DKNY</strong> LOVES LONDON,<br />
RICH IN HISTORY, THE<br />
MOST VISITED CITY<br />
OF ANY IN THE WORLD
<strong>DKNY</strong> LOVES RIO<br />
SOUTH AMERICA’S LEADING CITY FOR<br />
ITS NATURAL BEAUTY AND<br />
SEXY CARNIVAL CELEBRATIONS
THE PACKAGING
<strong>DKNY</strong> <strong>HEART</strong> NEW YORK<br />
BE DELICIOUS
TSD: April 2012 OCD: May/June 2012<br />
NEW YORK, PARIS, LONDON, RIO<br />
TR COLLECTION
TR Exclusive I Heart Coffret<br />
TR Exclusive I Heart Coffret<br />
7ml mini replicas of <strong>DKNY</strong> I Heart<br />
NEW YORK, PARIS, LONDON, RIO EDP’s
THE FRAGRANCE
A COLLECTION OF<br />
FRESH SCENTS CREATED<br />
AS A TRIBUTE TO THE WORLD’S<br />
MOST LOVED CITIES
AT THE <strong>HEART</strong> OF EACH<br />
CITY IS OUR DELICIOUS<br />
APPLE ESSENCE
<strong>DKNY</strong> <strong>HEART</strong> PARIS<br />
ADDS THE SOPHISTICATION<br />
AND SENSUALITY OF A<br />
WOODY STRUCTURE
<strong>DKNY</strong> <strong>HEART</strong> LONDON<br />
HIGHLIGHTS HYACINTH<br />
AND OTHER<br />
ENGLISH<br />
GARDEN FLORALS
<strong>DKNY</strong> <strong>HEART</strong> RIO<br />
ADDS THE REFRESHING<br />
MARACUJA FRUIT<br />
AND THE SEXY HEAT<br />
THAT IS BRAZIL
COMMUNICATION
ADVERTISING
THE IRRESISTIBLE INTRODUCTION<br />
OF THE <strong>DKNY</strong> GOLDEN STORY…
A GOLDEN STORY EXECUTED<br />
ACROSS THE FRANCHISE TO<br />
LEVERAGE THE POWERFUL<br />
HOUSE OF <strong>DKNY</strong>
THE GOAL – BUILD EQUITY,<br />
THRILL AND EXCITE AT POS<br />
WITH THE <strong>DKNY</strong> GOLDEN<br />
OPPORTUNITY
IN THE<br />
GOLDEN CITY…<br />
GROWS A<br />
REGAL APPLE.
SOPHISTICATED.<br />
GLAMOROUS.<br />
RADIANT.
THE PERFECT<br />
GOLDEN APPLE.
EXPERIENCE THE<br />
EXTRAORDINARY.
GOLDEN DELICIOUS<br />
VIDEO
A BREATHTAKINGLY<br />
VIBRANT FRAGRANCE<br />
YOUTHFUL.<br />
SOPHISTICATED.<br />
SEDUCTIVE.
A REFLECTION<br />
OF THE MODERN<br />
WOMAN.<br />
TRANSFORMING<br />
HER ADVENTURES<br />
FROM ONE<br />
SEASON TO<br />
THE NEXT.
A new way to experience<br />
the fragrances.<br />
Unique product appeal.<br />
Delight and surprise our consumers.<br />
Sophisticated positioning.<br />
Thrill and touch with Golden Service<br />
Building brand equity at POS.
It starts with the unique<br />
signature of the natural<br />
apple extract of Be<br />
Delicious and adds a<br />
sparkle of newness and a<br />
radiant expression to the<br />
brand. <strong>DKNY</strong> Golden<br />
Delicious emits both purity<br />
and seduction with a first<br />
impression of glistening<br />
florals and the lingering<br />
allure of delicious warmth.
A glamorous burst of<br />
succulent Orange Flower<br />
Water, sparking Mirabelle<br />
and Golden Delicious<br />
Apple create a shimmering<br />
golden character that<br />
shines throughout the life<br />
of the scent.
Glorious White Rose and<br />
Casablanca Lily add a<br />
floral texture and embody<br />
the richness of gold.<br />
Precious Vanilla Orchid and<br />
Muguet enhances an<br />
elegant and beautiful<br />
fullness.
A sensual blend of Musk<br />
and soft Sandalwood<br />
promises a gilded<br />
background to the scent.<br />
A perfectly sumptuous<br />
bite for the Be Delicious<br />
brand.
This breathtaking vibrant<br />
fragrance conveys the<br />
transition from the warm<br />
shimmer of an Indian<br />
Summer to the signature<br />
crisp freshness of Autumn in<br />
New York. Radiantly<br />
youthful yet sophisticated<br />
and seductive, it is a<br />
reflection of the modern<br />
urban woman.
The shimmering sparkle of<br />
gold is expressed through<br />
the fusion of fresh and juicy<br />
top notes. A bright cocktail<br />
of colorful Mandarin,<br />
luscious Mango, and<br />
succulent White Peach,<br />
reminiscent of glimmering<br />
city lights…
An incandescent floral swirl<br />
captures the radiance and<br />
richness of gold. A pulsating<br />
heart of Frangipani, Lily of<br />
the Valley and Jasmine<br />
Tea, amplify the ultra chic<br />
feminine NY style…
Beneath the lush heart<br />
lies the unadulterated<br />
sensuality that is gold.<br />
Teak Wood finessed by<br />
velvety Vanilla and white<br />
Musks are interlaced for<br />
the vibrant energy that is<br />
the <strong>DKNY</strong> signature.
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