Ralph Lauren Fragrance
Translating Iconic Fragrance Campaigns into Premium Retail Experiences
Developed premium retail experiences for Ralph Lauren Fragrances, supporting multiple fragrance launches with a focus on the Polo 67 debut. From heritage collections like Polo Sport and Romance to new product introductions, each experience transformed campaign concepts into cohesive retail journeys that reinforced Ralph Lauren's timeless luxury identity.
1-Project Details
Role
Creative Direction • Experience Strategy • Retail Experience
Brand
Ralph Lauren Fragrance
Timeline
2023-2024
Introduced the U.S. launch of Polo 67 with a flagship retail experience at Macy's in March 2024, translating the campaign into an immersive environment that celebrated Ralph Lauren's sporting heritage while driving product discovery and premium brand engagement.Polo 67 Launch 2024
United Polo 67 and Polo Red within a cohesive retail experience inspired by Ralph Lauren's sporting heritage, creating a dynamic destination that showcased both fragrances through immersive storytelling, premium merchandising, and bold visual expression while reinforcing the Polo franchise across key U.S. retail partners.Polo 67 & Polo Red 2024
Created for the Macy's launch of Romance Intense, this premium retail experience translated the fragrance's modern love story into an elegant environment that invited customers to discover the collection through immersive storytelling and elevated brand expression.Romance Intense Launch 2024
Developed for the 2023 launch of Polo Blue Parfum and Polo Red Parfum, this retail experience brought two iconic fragrance collections together through premium merchandising, immersive storytelling, and a cohesive customer journey that celebrated the evolution of the Polo franchise.Polo Blue & Red Parfum Launch 2023
2-Challenge
Ralph Lauren Fragrances faced the opportunity to reintroduce its iconic Polo franchise to a new generation of consumers while preserving the timeless heritage that has defined the brand for decades. The challenge was to modernize the retail experience through new product launches, contemporary campaign storytelling, and high-profile brand ambassadors—such as Aaron Judge for Polo 67 and Lando Norris for Polo Red—while maintaining the premium look, feel, and authenticity customers associate with Ralph Lauren. At the same time, heritage collections like Romance required thoughtful evolution, continuing their emotional storytelling without losing the brand's classic identity.
3-Strategy & Design + 4-Final Experience
5-Impact
The Ralph Lauren retail experience strategy helped reposition the Polo fragrance franchise for a new generation while reinforcing the brand's premium heritage across key U.S. retail partners. By translating new campaigns into immersive retail experiences, the work supported successful product launches, strengthened retailer visibility, and contributed to sustained commercial momentum across the Polo portfolio.
Business Highlights
🏆 #2 Largest Men's Fragrance Launch YTD (Circana)
📈 Polo +31% during Father's Day Week, with Polo 67 reaching $2M against a $1.5M sales plan
⭐ #3 Men's Parent Brand at Macy's and #4 at Dillard's during launch
💙 Romance +98% YTD, including +120% at Macy's, following the brand reinvention strategy
⚾ Aaron Judge Macy's launch activation generated $34K+ in event sales while increasing nationwide Polo men's sales
Business metrics reflect overall Ralph Lauren Fragrances performance during the campaign period and are provided as context for the broader business environment supported by this work.