Planet Parfum
Close to you
Planet Parfum wants to move from the strict perfume segment to the broader beauty segment. We developed an identity system that supports that evolution. The new tagline 'Close to You' promises proximity and, above all, objective advice.
The story behind the work
What was the challenge?
Planet Parfum wishes to evolve from the strict 'perfume' segment to the broader 'beauty' segment. That step needs an identity system that can strongly support the change. The context is a hectic retail safari, online and offline, where contemporary consumers get lost more often than you might expect. Planet Parfum had to find its place in that environment while widening its field.
What choices did we make?
We chose a tagline that says what the stores offer: 'Close to You'. It stands for physical proximity, in the street and online. Above all, it stands for the promise of objective advice. That promise gives the move from perfume to beauty a clear point of view. The Planet Parfum stores become a haven within the hectic retail safari, offline and online, where consumers so easily lose their way.
What did we create?
We developed an identity system for Planet Parfum that can strongly support its evolution from perfume to beauty. The new tagline 'Close to You' is part of that system. It links the stores in the street and the online presence to one promise: objective advice. The result positions the Planet Parfum stores as a haven for contemporary consumers.