Clarins Fragrance Group: Womanity by Thierry Mugler

Clarins Fragrance Group, in partnership with New York advertising agency Johannes Leonardo, is globally launching its next luxury brand - Womanity, powered by Thierry Mugler. (www.womanity.com)Unique in that there is no product at its center, Womanity captures Thierry Mugler’s vision to create a brand that reflects the beauty and the energy of all young women around the world – now always connected to each other, constantly sharing information, inspiration and stories. Johannes Leonardo saw in Womanity the potential to be a creative community, a living ecosystem that is constantly shaped and defined by millions of points of view from different women around the world. At Womanity.com, women are invited to express themselves and to share their definitions and interpretations of Womanity. The site is a celebration of female creativity, and the campaign is an acknowledgement that the core of every brand is the people who love it, support it, share its values and in this case, define its future. Soon after launch, visitors will be invited to imagine the future of Womanity, and to concept the next expressions of the brand. (Womanity is a trade mark registered under multiple categories).Womanity.com is built in partnership with MSN, and hosts a mix of consumer-generated content and editorial content linked directly from the MSN homepage. All of the content relates to the idea of defining Womanity, either directly by answering the question, or more abstractly by expressing the opinion or the creativity of the female community around the world. Womanity.com features also include:
• The site is launching in 6 languages (English, French, Spanish, German, Italian and Portuguese)
• The homepage is a mosaic of tiles, each of which hosts a voice from the community through video, a written piece, a word, a sentence, or an editorial article linked from the MSN platform.
• Each tile is assigned a color by its contributor, symbolizing the mood of the content. Accordingly, the website’s “mood bar” changes color to reflect the fluctuating tone and mood of the Womanity community, and the website’s logo changes color based on the prevailing ‘mood’ of the community’s content. Moreover, the user is able to select a mood in the mood filter, and to view only content that reflects her mood.
• A short film, shot by Thierry Mugler himself, that expresses his own contribution to the community.
• Beginning at end of March, the site will also feature contests and a new media strategy will translate into applications on social networking sites.