CHROME UNITED COLLECTOR

MARKETING BOOK

SEPTEMBER
2013

CHROME UNITED
LAUNCH

SEPTEMBER
2014

NOVEMBER
2014

CHROME UNITED
COLLECTOR

CHROME UNITED
EDT 200ML

CONTEXT

IN 2013, THE CHROME FRANCHISE WAS ENLARGED WITH A NEW

PRODUCT, AND THE WHOLE STORY OF THE CHROME SAGA WAS
ENRICHED.

AFTER CHROME IN 1996, CHROME LEGEND IN 2007-2008, AND

CHROME SPORT IN 2010, CHROME UNITED IS AIMED AT A
YOUNGER TARGET, AND IS ABOUT A BAND OF BROTHERS GOING
OUT IN TOWN, AND WHO HAVE FUN TOGETHER.

IT TELLS THE STORY OF A GROUP OF CLOSE FRIENDS WHO LOVE

TO LIVE AN EXCITING LIFE.

ONE YEAR AFTER CHROME UNITED, AZZARO LAUNCHES A

COLLECTOR

GOALS

TO ANNIVERSARIZE THE NEW CHROME UNITED

LINE

TO GENERATE ADDITIONAL BUSINESS

TO CAPITALIZE ON THIS NEW STORY IN CHROME

FRANCHISE

INSPIRATION

SAME CONCEPT AS

CHROME UNITED.

IT DESCRIBES DYNAMIC AND DETERMINED MEN,

CRAVING FOR NEW ADVENTURE. THIS
COLLECTOR IS THE NEW OPUS OF THEIR
BRIGHT LIFE AND THE STRENGHT OF THEIR
FRIENDSHIP..

METALLIC INSPIRATION CLOSE TO THE ORIGINAL

CHROME UNIVERSE (CHROME MATERIAL).

DESIGN

FULL METALIZED BOTTLE WITH TRANSPARENCY

BOX WITH THE SAME METALLIC EFFECT

LOGOS PRINTED IN DARK METALLIC BLEU

SAME CAP, PUMP AND SHAPE OF BOTTLE AS

CHROME UNITED REGULAR.

COLLECTOR RF: 2 957 934 000

PRICE POSITIONING

CHROME UNITED EDT 100 ML 2014 IRRP

= 78.97

CHROME UNITED COLLECTOR EDT 100 ML 2014 IRRP

= 78.97

AVAILABILITY: JULY 2014

ON COUNTER DAY: SEPTEMBER 2014

CHROME TRANSVERSAL
TRADE ANIMATION

CONCEPT:
REVEAL THE CHROME FACET
INSIDE YOU

CHROME TRANSVERSAL TRADE ANIMATION MECHANISM

STEP 1
TRAFFIC
STOPPING
TOOL

STEP 2
PODIUM
EXPERIEN
CE

STEP 3
SPECIFIC
OLFACTIVE
DISCOVERY

STEP 4
PURCHASI
NG
EXPERIEN
CE

CHROME TRANSVERSAL OPERATION TRAFFIC OPERATION

Design in progress

The BA gives the customer a leaflet to invite him to Reveal the Chrome facet inside him
and invite him to participate to our contest and win a thrilling experience!

CHROME TRANSVERSAL OPERATION PODIUM

Design in progress

CHROME TRANSVERSAL OPERATION PODIUM EXPERIENCE

Design in progress

The customer answers 6 questions by moving a

cursor on 3 different colors.
To each color corresponds a Chrome fragrance.
The customers fragrance will be the one
corresponding to the dominant color.

CHROME TRANSVERSAL OPERATION - QUIZ

CHROME TRANSVERSAL QUIZ

1. What kind of experience is the most exciting according to you?

A road trip with a bunch of friends

A glider tour

A caribbean cruise

2. Which region would you like to discover?

The US East coast

South Africa desert

Beaches in Latin America

3. Which word describes you the most?

Liberty

Sharing

Escape

4. What kind of perfume do you usually wear?

Fresh & spicy

Fresh with aquatic notes

Fresh with woody notes

5. The city that correspond you the most?

New York City

Paris

Rio

6. People often say that you are:

A free man

A generous man

A warmhearted man

CHROME TRANSVERSAL OPERATION - RESULTS

Your dominant color is: Night Blue
You are a CHROME UNITED men.
Dynamic, you love to live an exciting life. Determined and craving for new adventures, your friends always
take a significant part in your life. You share different values with them such as: hedonism, natural
elegance and liberty.
Your dominant color is: Metal Grey Blue
You are a CHROME men.
Timeless, you have a great inner strength and you personify serenity. Curious and paying a great attention
to your friend circle, you love to share complicity moments with your close relations. Sporty and chic, you
like to live a simple life.
Your dominant color is: Electric Blue
You are a CHROME SUMMER men.
Hedonist, you enjoy every moment and personify for most of people the joie de vivre . You love to
travel and look for escape. Warmhearted, you never forget to share your adventures with the ones you
love.

CHROME TRANVERSAL OPERATION - OLFACTIVE DISCOVERY

Design in progress

Once the customer has become acquainted with his result, the BA offers him to discover the
correspondant fragrance by taking the tester in his hand. When the customer pulls the bottle
of the counter, a breath of perfume comes out and experiences his first olfactive approach.

CHROME TRANSVERSAL OPERATION HEAD OF GONDOLA

Design in progress

In perfumeries, the customer can

still experience his "Chrome
facet" by himself

CHROME TRANSVERSAL OPERATION PERFUMERY TOOL QUIZ

This Quiz could also be developped locally
as a BA tool
For the POSs with BAs, this game can also be adapted without the
dedicated screen.
The BA has a card format of the game in her drawer and takes it out
whenever she needs to play the game with a customer.
They do the test together and find out the customers "Chrome facet".

To be developed locally

CHROME TRANVERSAL OPERATION GWP

Design in progress

An iPad cover will be offered for the purchase of any

Chrome product.

2 073 207 000

AZZARO CHROME TRANSVERSALE OPERATION

iPad cover

CHROME TRANVERSAL OPERATION CONTEST

A contest will be organized after the quiz, so the

customer can also win a sensational experience.
Two options (to be developed locally):
1. The customer will know if he has won thanks to a
revealing blotter (Won or white)
To be
developed
locally

2. The customer drops his name in a box and will get

a chance to have his name pulled out.

CHROME TRANSVERSAL OPERATION MECHANIC RECAP

TRAFFIC STOPPING

FRAGRANCE
DISCOVERY

PODIUM

GWPs