strategy/positioning: tory burch luxury fragrance


ceft and company engages with estee lauder in the positioning and launch plan for tory burch fragrances. the task was to create a multifaceted approach that conjures a sense of attainable luxury for every facet of ones’ life. the three phase plan was to be followed by a signature “everyday” fragrance in conjunction with an eponymous book launch, and continued with annual launches rooted in inspirational locations based on tory burch’s seasonal lines.

unfortunately, we are not at liberty to share the entire work at this time.