There's something undeniably magical about Beverly Hills. From Rodeo Drive and 90210 to the storied Beverly Hills Hotel, this small LA enclave has managed to capture the fantasies of people from all walks of life and all corners of the earth.
More than just luxurious homes and shops or glamorous actresses and models or perfect sunny weather, the idea of Beverly Hills represents a quintessential American dream: a promise of wealth, beauty, and fame that is recognized and admired the world over. The truth of its great appeal is that the farther away from LA you go, the more revered and valuable the Beverly Hills brand becomes.
Through a first-of-its-kind licensing deal, the city of Beverly Hills, their licensing partner, and Boombang teamed up to launch a health and beauty campaign that captures the aspirations of the Beverly Hills lifestyle in a fragrance offering. Even if you do live on the other side of the globe, not only can you own a piece of Beverly Hills magic, you can take it with you wherever you go.
Our approach resulted in a range of fragrances that reflect the various archetypes of the women who grace the shops, cafes, and theaters of the city. Some are more high end and sophisticated for the established wife/mother/Oscar winner, while others are more accessible to teens and reflect the adventurous girl’s ethos as a youth.
Boombang repurposed the iconic Beverly Hills shield logo to be the graphic backbone of the identity system. We then enlisted best-in-class Los Angeles architects to design a bottle for the signature line. Finally, we turned to world-renowned Parisian perfumers to identify, curate, and formulate the most intoxicating scents from the many botanicals indigenous to Beverly Hills and the surrounding areas.
After developing distinct personalities and stories for each fragrance, we then created the business and marketing strategies unique to each fragrance but unified under a cohesive Beverly Hills brand moniker.
This Beverly Hills teen is anything but prim-and-proper. She’s evolved from mischievous debutante to rebellious socialite, and now her life consists of extravagant parties, celebrities, and paparazzi. She lives life in the public eye, and her exploits are frequently caught on camera and social media. These seemingly candid snapshots offer a glimpse into the Beverly Hills wild child’s hedonistic, indulgent, anything-but-proper lifestyle.
This execution is playful and simple. The use of bright colors and radiant images helped create an irreverent, playful, and visceral story while creating a one-on-one dialogue with a younger consumer. SeXXy Beverly Hills may be less expensive than Ms. Beverly Hills, but maintains all of the confidence and gravitas of the Beverly Hills brand.
There once was a young girl who dreamt of being a star. So she packed up her car, headed west, and didn’t stop until she reached Rodeo Drive. Once she finally reached her destination, it was everything she imagined. Full of glitz, glamour, elegance, and excitement, this execution features the fun, raw, and honest sketches from the pages of our heroine’s travel journal and reveals her free-spirited adventures in the 90210.
In this execution, the shield is used as a metaphoric window into the glamorous, upscale, couture life of the quintessential Beverly Hills Woman in her element. She exudes classic beauty and timeless Hollywood glamour with a touch of modern elegance.