Little Mix

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.

Creative Process

First, we designed a sophisticated fragrance bottle with a specially tooled ‘LM tag’ to give fans a keepsake. Then we encased this in a distinctive metallic gold box which showcased one band member on each face. Rotating the outer case on shelf allows each band member to play the leading role and retailers to get creative with their merchandising. We briefed in the shoot and hand-manipulated photography to create fashionable layers and texture. This highly technical artworking radiated star-studded appeal. Finally, we created support materials including postcards, samples and press bags for launch as well as a Christmas gift set. The band love it – and so do their fans!

Let's Work Together!