ALL GOOD SCENTS is a compilation of Rajiv Sheth’s inspiration and dreams in the form of treasured fragrances and versatile perfumes. Rajiv Sheth finds his inspiration in all aspects of modern French perfumery & his multicultural experiences. 16 years spent in creating exotic fragrances in Paris have led him to cherish the essence of individuality to bottle his distilled wisdom in France, for the world.
The ideology of ALL GOOD SCENTS is based on the three-note scales that when blended create the perfume’s fragrant accord. Their logo is also based on this pertinent allegory of the perfume world- The Perfume Pyramid.
Background & Problem Statement
ALL GOOD SCENTS started in 2014, and have worked with three agencies since start only to realize that approach the agency needs to take to understand the product genre is lacking. Since last six months, they have been doing all marketing, digital promotions in-house with the help of freelancers.
They were looking for the team who understands growth hacking luxury and lifestyle product startup needs. Be proactive, quick and result-oriented creative strategy across different media.
Zero Gravity Approach
“the idea people” team got on board with a direct approach to addressing on-going creative challenges like result driven digital campaigns – social media campaigns, aligning creative efforts with PR strategies and plan the latest campaign for limited edition Couture perfume with Payal Singhal. This association had been on the cards but Zero Gravity got on board to execute this assignment along with the on-going brand deliverables.
TENDER INTENSE – Campaign
Graceful and delicate yet sensual and strong – TENDER INTENSE is a juxtaposition of femininity and power. Inspired by Payal Singhal
charismatic design aesthetics, this perfume celebrates contrasting beauty. This Eau de perfume is an expression, a reminder of the
embroidery on an evening dress caressing the skin.
A stunning, sensual fragrance, TENDER INTENSE opens with notes of freesia, raspberry, and orange-blossom. This fresh and floral scent
gets its dash of musk from its base of honey, vetiver, and musk.
Tender Intense Concept Brief from Client
All Good Scents has more than 15 fragrances under different categories in their product portfolio; this Couture Edition fragrance comes from the strong sense of statement from Payal Singhal. Our creative strategy had been aligned keeping both Payal Singhal and All Good Scents Brand imagery. Colors, Palette, and tone of messages had to be aligned with both strong brands merging to make one unique product line.
Series of discussion, drawing board ideas of visual impression using Payal Singhal’s prints and Rajiv’s fragrance, we found the original tone that depicts it the best. We created a video and product shoot which was used for the launch and subsequent promotion along with 40 days result driven social media campaigns to evaluate product acceptance in the targeted market.
The process of designing this campaign was very inclusive by combining all aspects of marketing & branding.
Photoshoot Concept: Geetika Sahu
Photographer: Rejin Anthony
Art Direction Support: Mitlesh Solanki
TENDER INTENSE for Women – PAYAL SINGHAL FOR ALL GOOD SCENTS
For the national launch of ‘Tender Intense’, we created the “Behind the Scenes” campaign. A three minute high-paced film
about the people, their inspiration and story! The work shows Payal and Rajiv’s love for creativity and collaboration to bring
a product that has best of both worlds – fashion and perfumery.
Concept & Copy : Manoj Nair
Account Manager: Trusha Patel
Production team: Videowala Productions
Camera Direction : Laxmi Narayan
Art Direction & Creative Support: Khushboo Sharma
Event PR : Tendum Communications
Event Management : Salad Entertaintment
Event Creatives, Concept & Branding : Zero Gravity Communications
Digital Media Concept : Shivani Goswami
Digital Media Campaign Manager: Harsh Bhatt
ALL GOOD SCENTS is a compilation of Rajiv Sheth’s inspiration and dreams in the form of treasured fragrances and versatile
perfumes. Rajiv Sheth finds his inspiration in all aspects of modern French perfumery & his multicultural experiences. 16 years
spent in creating exotic fragrances in Paris have led him to cherish the essence of individuality to bottle his distilled wisdom
in France, for the world.
The ideology of ALL GOOD SCENTS is based on the three-note scales that when blended together create the perfume’s
fragrant accord. Their logo is also based on this pertinent allegory of the perfume world- The Perfume Pyramid.