Baldwin& was tasked with introducing Red Ruby Groovy, a 'morning' scent, made with grapefruit and thyme, and the brief was open-ended, just "Red Ruby Groovy wakes up your … read morewonderfulness."
Research into how exactly one wakes up wonderfulness led Baldwin& to, among other things, to the 'perfect mornings' that a surprising number of young women, over 300, have put up on their Pinterest boards. Impressed, the thought occured, "These are it. Why not just bring one of these to life?"
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