GUCCI BEAUTY
FLORA GORGEOUS GARDENIA INTENSE
A global launch is only as strong as its smallest market.
We made sure every one of them shone.
THE CHALLENGE
Gucci Beauty was launching Flora Gorgeous Gardenia Intense across more than 20 markets. Influencer content was central to the launch, and the brand wanted creators to have the freedom to make engaging content that felt authentic to their own channels. The challenge was balancing that creative freedom with consistent quality and on-time delivery of every piece of content in every market.
THE APPROACH
We managed the campaign from eight months before the on-counter date through to three months after launch. To keep things consistent and efficient at scale, we used our end-to-end market management system, guiding markets from initial planning through to final delivery with a series of simple templates and set timings.
As the central link between the Coty Global team, local markets and the Gucci fashion house, we streamlined communication and kept every stakeholder aligned. We consolidated and challenged market launch plans, supported the rollout of campaign tools, and reviewed influencer proposals and content before they went live. Finally, we produced a comprehensive global report with insights and recommendations to shape future launches.
THE IMPACT
This was the fourth Flora launch we've delivered for Gucci Beauty, so we could build on a strong base of learnings. The campaign included significantly more paid content than the previous launch, yet our streamlined processes meant it took fewer team hours to deliver. Every social and editorial metric improved on the previous year. The launch showed that creative freedom and global consistency can work together, and that a well-run system gets stronger with every launch.
20+
markets globally
236
pieces of paid content
48M
total EMV (USD)
4.2B
total reach