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Lack of High End E-commerce Options for Fine Fragrances


Case Study

In the late 1990's the internet was in its infancy. Fine fragrances began appearing online on unauthorized sites who procured their inventory through the gray market. These sites often discounted fragrances and presented them in a very unflattering catalog format. introduced an entirely new approach which created the high end image and context desired by the luxury fragrance marketers. The site featured the world's first online museum of antique perfume bottles, an online magazine and brand pages featuring each brand's advertising images.

The site was the first to launch a major fragrance exclusively online when Procter & Gamble's fragrance division chose as the exclusive distribution channel for the launch of its Boss Hugo Boss fragrance. The site's national print advertising campaign featured artistic nudes shot by leading Italian fashion photographer Fabrizio Ferri enhancing its image and endearing itself to leading fragrance brands, many of which chose as their introductory launch vehicle online. Advertisement Advertisement website
Hugo Boss promotion of