A signature fragrance for the girls with the X factor
The team behind Little Mix chose us to help with the girls’ first foray into fragrance, Gold Magic. For us, it was all about the mix: we wanted to ensure that Jesy, Perrie, Leigh-Anne and Jade all had their chance to shine as individuals, but also highlight the magic they create when they come together. Gold Magic needed to be aspirational yet affordable for the band’s core teen audience. At the same time, we wanted to give the girls a grown-up, on-trend and luxurious offering which would sing out in Boots and Superdrug.