as part of the rebranding effort for revlon’s iconic fragrance charlie, ceft and company assisted in the naming of the new products, as well as the design of the new packaging range. charlie “electric blue” – naming by ceft and company for phase II of packaging work for revlon we created a range of 12 […]
revlon charlie
Press: as featured in NY Times ceft and company to reintroduce revlon’s iconic brand charlie
“revlon, new york, chose ceft and company, new york, to help reintroduce the fragrance brand charlie. billings were not disclosed. the agency’s work will include packaging design.” ceft and company is thrilled to be the agency of choice for the rebranding of the iconic fragrance, charlie. charlie is one of revlon’s most iconic fragrance brands which made waves upon its original launch back in 1973. since then, the brand lost its cache and was pushed into drugstore distribution, with mainly body sprays as its core business. the original brand had such impact that even today, charlie is mentioned in nearly every fragrance launch strategy. ceft and company’s efforts will be to update…
strategy/positioning: revlon’s charlie – how to bring a ‘heritage brand’ back into the limelight
great history for one of the most successful fragrance brands of all time. charlie changed the world of perfume with a wink. an “a-to-z” brand stewardship is key in any revamping. plans for a limited-edition perfume launch are essential in recapturing the lead perfume position charlie once had. while charlie lost ground in the past […]
product/package design: revlon’s charlie holiday gift packaging
1- the metallic silver base-coat, revealed above on the edge band, was altered by a touch plate of 5% white and matte aqueous costing, to create a slightly less reflective and more of a matte “pewter-y” finish. charlie by revlon is one of the most historic and iconic brands in the world of fragrance. ceft […]
press: charlie packaging selected in graphis design annual
revlon’s charlie new design packaging by ceft and company new york as featured in graphis design annual. publishing work from some of the best talent in design, advertising, and photography, graphis is committed to embracing the entire artistic community by presenting aspiring young artists, as well as award-winning professionals. view all work related to this […]
press: charlie packaging featured in the dieline
quotes from the dieline: “the relaunch program encompasses; positioning, exclusive distribution, naming, scent creation, packaging design and a flagship limited edition bottle that will be introduced across a 3 years plan and had begun in 4th quarter of 2013. in it’s phase 1, the packaging of charlie eau de toilettes and body fragrances was completed and the products are planned for distribution in the later half of q1 starting with the uk market…” “charlie was a fire starter. she did things her way. charlie was credited for many firsts, such as: first cosmetics company to feature an african american woman in it’s advertising, and the first fragrance advertising to feature a women…
press: charlie new packaging as featured on carton magazine
ceft-and-company-revlon-charlie-fragrance-relaunch-carton-magazine
“toute première fragrance lancée mondialement par revlon en 1975, l’historique charlie s’offre une nouvelle jeunesse orchestrée par l’agence new-yorkaise ceft and company.
ce parfum revlon vous dit forcément quelque chose ! affublé d’un prénom féminin, ce floral sensuel (mêlant vanille, santal, mousse de chêne, oeillet, jacinthe ou encore pêche) est le symbole même de toute une génération. charlie finalement, c’est cette femme active américaine : une business woman toujours nickel, le brushing impeccable et les mains for ever glissées dans les poches de son pantalon. une vraie petite révolution dans le monde de la publicité. plus fort encore : la marque peut se vanter d’avoir été la première entreprise de cosmétiques à représenter une afro-américaine dans ses pubs ou bien même d’avoir fait travailler une toute jeune sharon stone, en 1983 (vidéo ci-dessous). re-lancée ces jours-ci, la fragrance devrait faire trembler tous les héritiers (chloé en tête) parfois très (trop ?) inspirés par l’univers de l’américain revlon… supervisé ainsi par l’agence ceft and company (parmi ses clients fendi, nars ou nike), le lifting de charlie donnerait presque envie de passer sur le billard. au programme (entre autres) : un nouveau positionnement de la marque, une distribution exclusive (sur le marché british d’abord) et des nouveaux packagings. notre coup de coeur : les emballages façon paquet de clopes, ornés de gracieuses volutes. pas franchement politiquement correct mais c’est ça qui est bon!”
press: new packaging for the revlon charlie fragrances revives a classic featured in trendhunter
“in preparation for the relaunch of the revlon “charlie” perfume, the ‘ceft and company new york’ creative agency was put to the task of rebranding revlon’s iconic fragrance with fresh packaging.
when it first came out, the charlie brand was a frontrunner in fragrance. the cosmetics company is linked to many firsts in marketing, including being the first to feature an african american woman, as well as the first to depict a woman wearing pants. although the popularity of charlie has dwindled since it first came out, the brand’s spirit is still as strong as ever.
in its refreshed packaging, the charlie fragrances are represented as colorful essences in colors like hot pink, charcoal, red and peach. as the ceft and company new york describes, ‘the new packs look and feel like the very scents they contain.'”
