With brains, beauty and creative talent to spare, Kim Kardashian is a triple threat. Likewise, MODCo faced three challenges for the launch of her new fragrance: To create an ad campaign that would evoke Kim’s genuine personality. To define a comprehensive brand vision that would lay the groundwork for her company’s future expansion. Finally, to ensure that the creative truly evoked high fashion, and didn’t seem too commercial. And of course, to deliver this all on time and under budget – minor details really. We chose to play up this voluptuous beauty’s old-school Hollywood glamour, and tip our hats to her pinup girl assets in a wholesome but sexy way. We brought in photographer Miles Aldridge, a fairly glamorous man himself, to add just the right amount of edge. We think they both did a fabulous job, and that’s not a word we use lightly. MODCO, Miles and Miss Kardashian – three times the charm.

• Create an iconic advertising campaign to launch Kim Kardashian’s first fragrance.
• Develop a comprehensive approach, allowing campaign to translate across multiple media outlets including OOH, Print, In Store and Taxi TV.
• Elevate Kim’s image without alienating her core customer.

• This remains the most successful fragrance launch Sephora has ever had.