Hollister Perfumes

Concept Development, Marketing Strategy, Fragrance Perfume, Bottle and Carton Designs

After a shift in the brand handwriting and target demographic for Hollister, there was a need to re-launch the fine fragrance collection. First, we examined who our core female Hollister customers were, and created two distinct buckets: The Dreamer and The Free-Spirit. After identifying these two individuals, we created concept boards to dive deeper into their personalities, their interests, what they looked like, their relationship with our brand, etc. We named The Dreamer Hayden, and The Free-Spirit Skyler. We also developed an origin story for the two girls, and called them the “SoCal Sisters” or Southern California Sisters.

I then created two unique bottles, cartons, and fragrance colors that reflected their two personalities. Hayden is pink, with a beaded charm bracelet around the neck of the bottle, dreamy florals on the carton and a script handwritten name. Skyler is coral, with a radial gradient spray on the skateboard-wheel inspired bottle, breezy palm trees on the carton, and a loose handwritten name. I worked with the marketing team to ensure that the photography on the cartons were created with the same Instagram filters utilized by Hollister at the time. After creating the two fragrances, I collaborated with cross-functional team members to develop marketing initiatives and product launch parties specific to each girl’s personality.