Wonderstruck

We put Taylor Swift on top of the fragrance charts.

BRIEF

When Taylor Swift wanted to launch her first fragrance line, she came to KraftWorks to help her create a campaign that would capture the hearts and imaginations of her fans and cut through the crowded celebrity fragrance category.

The perfume was called Wonderstruck—a reference to a lyric from her song “Enchanted.” To bring her fantasy to life, we created a magical world in TV, online, cinema, print and in-store that perfectly captured Taylor’s innocence, alluring personal style and natural beauty.

RESULTS

Wonderstruck became the largest celebrity perfume launch the year and made $50 million in sales within that first year. It’s success fed the entire celebrity fragrance niche, contributing to a sales spike of 57%. Due to its success, KraftWorks was asked to help develop its follow up launch — Wonderstruck Enchanted.