YSL
Beauté
Y, the “Blue Flag” fragrance.
The challenge
YSL Y faced a 20% cut in paid media investment, while Dior Sauvage and Chanel Bleu dominated the social conversation.
The objective: generate organic conversation volume and direct-to-consumer traffic through earned media, drawing on Y's unique assets: Lenny Kravitz, proven superiority in blind tests against Sauvage in the United States and Europe, and strong musical DNA.
The idea
“Blue Flag”: the opposite of Sauvage's “red flag” associations.
Music creators, not fragrance influencers, were chosen as a bridge to a new audience. They connected olfactory notes with musical notes and broadened the brand's cultural reach.
The same
standards
For you
A clear idea, the right casting and measured results. It is the standard our creative team applies to the great houses, and the one we apply to every Latin American brand we support.
Let's talk
about entering
Europe
30 minutes to present a concrete case on your challenge. In Spanish, Portuguese, French or English.
