strategy/positioning: fan di fendi – the new fragrance by fendi

after the less-than-optimum results with the last fendi fragrance, palazzo, and the withdrawal of all fendi fragrances from the markets, fendi commissioned ceft and company new york on a positioning and strategy development for an entirely new signature fragrance.

with the luxury world entering a new era, fendi turned to ceft and company with very open questions: 1-what does luxury mean for the mindset of today’s women? 2-what does she want? 3-ultimately, where should the next fendi fragrance be?

ceft and company conducted research and laid out various avenues for the strategic development and launch of this signature fragrance. the final naming, execution, and bottle design was handled by fendi and its partners, and the perfume was created/signed by perfumer delphine lebeau-krowiakj. the final result, “fan di fendi” will be launching in september of 2010. view all work related to this project.