Officina Profumo Farmaceutica di Santa Maria Novella

Disclaimer: The content presented within this project includes materials that were undertaken during the course of an internship with Shinsegae International, the official South Korean distributor of Officina Profumo Farmaceautica di Santa Maria Novella. Much of the original work was done in Korean and has been translated and adapted for the purpose of this portfolio. Additionally, modifications to images may have been made to suit the format and objectives of the portfolio. This disclaimer serves to acknowledge the translation and adaptation process and to ensure transparency regarding the nature of the presented materials.

A spring campaign slogan for the relaunch promotion of Santa Maria Novella's best-selling fragrance, Fresia Eau de Cologne, and the rest of the collection.

Because Fresia was already a popular fragrance with a cult following, I needed a copy that would do two things - attract both fans and newcomers. Also, the promotion was set for March, the beginning of spring and the start of the new school year for students in Korea.

This copy is thoughtfully designed to entice our loyal customers to consider our fragrance as a charming back-to-school gift for students and young adults. Infused with a personal touch, it extends beyond a mere gift suggestion and becomes an invitation to indulge in self-love—a treat for a cherished loved one or a delightful addition to one's personal collection. For those new to our brand, the allure of experiencing their "first" draws them into an exclusive community of enthusiasts who appreciate the transformative impact of a signature scent, echoing the excitement of acquiring one's inaugural designer piece.

The simplicity and freshness of the copy also aim to evoke a fresh perspective for the new season, inspiring a desire for lighter, seasonal fragrances. It's an invitation to embrace change and celebrate the evolving essence of the upcoming season with our invigorating scents.

The 2023 relaunch slogan was featured in Elle Korea and reused for the 2024 Fresia relaunch campaign.

A magical, whimsical narrative for the launch of its first Eau de Parfum collection.

The promotional video and social media copy crafted by the headquarters conveyed a clear message - I Giardini Medicei invites the audience to step into a garden of secrets and wonder, where the rich legacy of the Medici gardens will be rediscovered. Integral to the product launch was the packaging, which took inspiration from the archival boxes used by friars to safeguard their elixirs. This highlighted the importance of packaging as a meaningful component of the overall product experience.

I focused on both the fragrances and the book-like packaging. The copy welcomes you to open a chapter to a new garden of secrets, signaling the beginning of a new era for wonderful Eau de Parfums. In regards to the packaging, I crafted a copy to evoke the sensation of unfolding a captivating story upon opening the box. It invites the reader into a narrative of wondrous scents, each carrying the rich heritage of botanical magic cultivated in the Medici gardens. By creating this narrative, the copy not only connects the audience with the enchanting fragrances but also transports them to a realm where the essences of history and nature converge, promising a sensory experience that transcends the simple act of unboxing.

For the launch of the new collection, my team partnered with LongBlack, a prominent Seoul-based newsletter dedicated to brand storytelling. We interviewed Santa Maria Novella CEO Gian Luca Perris and published the article, garnering 200+ likes and shares on Instagram in the first 24 hours of posting.

Not only was I in charge of writing the English article for Italian headquarters, but I was also tasked with proofreading the Korean version for content and technical accuracy, as well as ensuring the tone aligned with the brand image. Click below to see a preview!