The Icon Fem Launch – Antonio Banderas Fragrances

Role: Brand Manager (AJ Boston)

Date: May 2023

Market: Paraguay

Overview:

Led the 360° omnichannel launch of The Icon Fem by Antonio Banderas in Paraguay, aligning with global strategy while adapting execution for local impact. The campaign coincided with Mother’s Day, creating an emotionally resonant moment to drive engagement, trial, and conversion.

My Contribution:

Localized and executed global brand strategy with full ownership of planning, execution, and team coordination

Managed and negotiated with vendors, influencers, retail partners, and digital media teams

Oversaw campaign logistics across 25+ retail animations, digital assets, and CRM initiatives

Implemented tracking and reporting structure to measure sell-in, sell-out, and engagement KPIs

Touchpoints & Tactics:

TV Spot: National launch aired on Telefuturo (97% reach)

Digital Media: Influencer campaigns, Instagram stories, pre-launch teasers & CTA-driven WhatsApp sampling

E-commerce: Banner with exclusive pre-sale and GWP

Retail Activation: 2 large podium installations + 18 fragrance outposts in high-traffic POS + street sampling

CRM: Data collection through influencer-driven CTAs and WhatsApp engagement

Key Results:

+52% Sell-in growth vs. previous Icon EDT launch

+54% Sell-out growth, over 450 bottles sold in launch month

2nd Best-Selling SKU at Champs Elysées (May 2023)

Antonio Banderas became the #2 fragrance brand in sales for that month