Harajuku Lovers Innovative Strategy

Insight by Leah

It’s clear that since the economic downturn, fragrance sales have taken a nose dive.  Combined with the fact that the market is saturated with new fragrance launches every week, this sector is in desperate need of some help – and soon.  As consumers decide either to not purchase or to stick with dependable classics, marketers are scrambling to determine what appeals to consumers – and the answer is packaging and even storytelling.  One of the more successful recent fragrance launches was Coty’s Harajuku Lovers line (obviously the packaging influence came from Gwen Stefani who partnered with Coty for this fragrance).  Consumers loved the mini-dolls that each came with their own "personalities" and distinctive scent, and Coty offered the option of purchasing each doll separately, or in a collectible five-pack.  Coty is re-launching the line again this winter with a twist – each girl will be bundled up for the cold weather.  Coty has even suggested that at some point consumers may be able to order wardrobe changes for their fragrance dolls.  Coty combined unusual and even risky packaging with a great, personalized story, and also created a special website for the launch and as an ongoing way to engage consumers (http://www.hlfragrance.com/).  The site includes videos and music for each girl inspired by Stefani.  In a stale and crowded market, Harajuku Lovers engaged and inspired consumers.

Check out the girls in their winter gear!