Case Studies
Estée Lauder DKNY Be Delicious Brand Story
Brand Strategy + Design
Founded in 1946, Estée Lauder Companies Inc. are one of the world’s leading manufacturers and marketers of quality skin care, makeup, fragrance and hair care products.
The DKNY Be Delicious fragrance was first launched in 2004, becoming one of DKNY’s highest-selling fragrances. Consistently at the cutting-edge of fashion and beauty, the DKNY Be Delicious fragrance had a number of successful and high profile initiatives over the years and for 2010 - 2012 they wanted to re-energize the brand awareness campaigns, not only with new product iterations but with advertising and marketing.
For their new international DKNY Be Delicious campaign, Estée Lauder approached SKAGGS to help with the revitalization of the Be Delicious brand. Working with KVD we helped to create and visualize the brand story, which was then used to create a Powerpoint deck presented to the DKNY Be Delicious global sales and marketing teams.
“SKAGGS + KVD NYC had recently completed product positioning presentations for Tommy Hilfiger’s new men’s fragrance and DKNY’s With Love From NYC. However, we had to take a slightly more unconventional approach to the DKNY Be Delicious story and presentation. Typically the brand story would be told over a few slides, with the emphasis being on text. We were told that in previous presentations the audience were not as energized by brand stories and even less so with the statistic and product pages.”
—Bradley Skaggs, Creative Director
For the Be Delicious revitalization. We had to think of a completely new and energizing way of showing data. The first plan of action was to create a concept that could not only encapsulate the brand story, but maintain the theme throughout the presentation.
“The DKNY Be Delicious brand is completely New York City. Our idea was to provide an insight into the “slices of life” experienced by a young woman in “The Big Apple”. Fast paced and living the quintessentially fabulous jam-packed city life , we developed a colorful visual narrative, that took you on a classic New York City journey.”
—Sam Edwards, Creative Director
Inspired by the contents of NYC women’s handbags, the deck is chock-full of creative visuals from our imagined girl’s lifestyle: notebooks, Polaroid photographs, jewelry, Metrocards, taxi cab receipts and subway maps—and of course her favorite scent.
Detailing the success of last year’s campaigns, the deck also explains the launch of new products and lays out the strategy for the next DKNY Be Delicious advertising campaign.
“We had to think about what a slice of life in New York City really looked like. Obviously living here you take things like ticket stubs from a Yankees game, Subway Metrocards and occasionally even the odd magnificent skyline for granted. Jonina, Sam, Nicole, Jessica and I all looked at the contents of our purses and wallets and listed our day to day activities. We even used scanned images of our own “found objects” to make the elements even more authentic.”
— Elspeth Maxwell, Senior Designer
The final presentation was packed full of bold vibrant images that not only helped to bring the Be Delicious brand revitalization story to life but also added energy to the facts and figures portion of the presentation.
“The feedback was phenomenal and set a precedent for how Estee Lauder as a whole, process the brand story and present internally.”
—Jonina Skaggs, Art Director
I am a final year journalism and media student, in England, and came across this page when researching for an independent study on advertising. I have chosen the DKNY Be Delicious fragrance as my case study.
I have to consider marketing and branding and so was fasacinted to read about how you were asked to produce this presentation. It has given me a further insight into how branding works, in an aspect I was not even aware of, only having been taught about branding aimed at consumers!!
I would be very grateful if there was any other information you could give me about your work for Estee Lauder. Also, the case study mentions that 'the feedback was phenominal'. Would it be possible to have some information as to what was said?
Any help you could give me would be very gratefully received.
Thanking you in anticipation for your help and time,
Adam Newson.
By adam newson on 2010 02 20
Glad you enjoyed reading about our work with DKNY Be Delicious. We won't be releasing any further information about our work on this project, but we may be able to answer any specific questions you have about branding if you email us directly.
Thanks and good luck with your studies!
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