Andmore launches luxury product for female empowerment
The Andmore agency is supporting the international launch of a new luxury product for women in the areas of female empowerment and longevity. The agency developed the branding, design, packaging, and strategic launch communications. A unique feature of this campaign is that the product name is deliberately not being disclosed during the initial phase.
Andmore is supporting the international launch of a new luxury product for women in the field of female empowerment and longevity. Branding, design, packaging and strategic launch communication were developed as part of the project. From positioning and brand story to tonality and visual guidelines through to a multi-stage rollout concept for different markets and channels.
Brand attitude before product name
The core of the communication is a deliberately chosen launch mechanism: The product name is not communicated in the first phase. Instead of overloading the market with immediate details, the brand attitude is built up first - with clear codes for empowerment and feminine sensuality, a precise visual world and a language that does not explain, but makes it tangible. The name is only published later as a planned climax in the arc of suspense.
"This type of strategy is particularly crucial in the luxury segment because attention fizzles out extremely quickly these days and many launches seem interchangeable," say those responsible, who also do not wish to be named at this stage. The aim is to create a space for curiosity, which increases the conversational value and ensures that meaning can build up before information follows. This not only creates reach, but also desire.
Bold and self-confident
The product itself stands for desire, female lust and for breaking down taboos and views. The design and branding is bold, self-confident and loud and is intended to reflect the attitude of women who take what belongs to them: themselves.
