Localising a global fragrance launch for Tiffany & Co in Indonesia
Led the local market launch and retail localisation of Tiffany & Co’s “Intense” fragrance in Indonesia, adapting a global campaign to drive visibility and trial in a competitive luxury retail environment.
INVOLVEMENT
Full Time
CREDITS
Market Strategy: Priska Oroz
Concept: Tiffany & Co HO
BRAND / COMPANY
Tiffany & Co Fragrances
YEAR
2019
PROJECT SUMMARY
This project focused on the market launch and localisation of Tiffany & Co’s “Intense” fragrance in Indonesia, as part of the global “All You Need” campaign. The scope covered launch strategy, retail execution, merchandising, and in-market adaptation to support visibility, trial, and early adoption in a market where Tiffany fragrances were still relatively new.
I led the local launch strategy and execution, working within global campaign guidelines set by headquarters. My responsibilities included adapting the campaign to the Indonesian market, defining the retail and merchandising approach, and overseeing the design and rollout of promotional outposts in premium shopping locations. I also coordinated closely with global teams, logistics partners, and key retail accounts to ensure the launch landed as planned.
CHALLENGE
The launch required tight coordination with global teams, with key materials and outpost assets shipped directly from the US. Timelines were fixed well in advance, leaving little margin for delay. At the same time, Tiffany fragrances were still building awareness locally, which meant the launch needed to prioritise visibility and trial, not just brand presence.
APPROACH
I planned logistics several months ahead, working closely with headquarters and local partners to ensure all assets arrived on time and were deployed correctly. On the retail side, I focused on physical presence and trial. This included the rollout of branded promotional outposts in high-end malls and a permanent outpost in Sogo, designed to anchor the fragrance within a premium retail context.
To support market penetration, sampling was treated as a core part of the launch strategy. We partnered with major retailers, including Sephora, to drive exposure and encourage first-time trial among target customers.
OUTCOME
The launch established strong in-market visibility for the “Intense” fragrance and increased customer engagement through retail presence and sampling. The combination of prominent outposts and wide trial distribution supported positive reception in the market and helped position Tiffany fragrances more firmly within the local luxury fragrance category.
