Johannes Leonardo


Millions of women unite to define a brand.

Before the product was on shelf it had already amassed an army of advocates.

Clarins fragrance group were launching Womanity, the third Fragrance in their Thierry Mugler line, and they wanted to do it in a way unlike ever before.

For Womanity, the third Pillar in the Thierry Mugler line after Angel and Alien, Clarins Fragrance Group had a great ambition: to launch a fragrance in a way no fragrance had ever been launched.

The name Womanity was born from Thierry Mugler’s desire to reflect the energy and beauty of young women around the world. How do you take that vision to a new level? By creating a global community,, where women can come together to share provocative ideas on what it means to be a woman today. Before the fragrance was even unveiled, women from all over the world were asked to shape the evolution of the brand in the years to come.

Millions of women united to define a brand. The brand campaign launched in six languages, across Brazil, Germany, USA, Italy, France, Spain and the United Kingdom to become one of the first truly 21st century fragrance brands.

With over 2 million unique visitors to the site and over 8,000 user-generated submissions, Womanity had already amassed an army of advocates before the product was even on the shelves, and was able to transcend the fragrance category and become a philosophy, not just a perfume.

"The fragrance launch of the year."

Michael Gould – Chairman, Bloomingdales