Liberty

Creating tomorrows beauty legacy

Sustainability Strategy

Curating partnerships

Holistic Brand Identity

Integrated Campaigns

The challenge

Liberty’s beauty and fragrance halls are central to its world-renowned shopping experience, but with growing competition both online and offline, Liberty was at risk of being left behind. The challenge was to reposition Liberty as a beauty innovator without losing its rich DNA of heritage, craftsmanship, and curatorial lens. In 2024 Liberty wanted to re-imagine the lower ground men’s accessories space into a service-led immersive Fragrance Lounge. The challenge now was to disrupt the established customer journey and encourage them to discover the new offering downstairs.

The spot

The goal for Liberty is always to stay true to the brand’s legacy while creating a future-forward beauty experience that resonated with modern audiences and didn’t alienate the brand’s heritage lovers. With more choice than ever for fragrances, overwhelm (and headaches) can be a challenge in finding a signature scent, so putting world class olfactory services at the heart of the fragrance lounge was crucial to success. We also needed to capture the essence of this experience to drive footfall – all before it was built.

The approach

Our partnership with Liberty begun with defining its unique ability to balance heritage with modernity. The guiding principle, “tomorrow’s history,” became central to Liberty’s beauty philosophy. This fusion of arts and crafts heritage with modern luxury was applied to develop a fresh, coherent brand aesthetic. Brand storytelling through original content, editorial pieces, and collaborations was essential in showcasing Liberty’s unique role in curating niche, innovative beauty brands. With the overwhelm of trying to find a signature scent in an oversaturated and overstimulated environment, we wanted to create an experience which inspired curiosity but reduced overwhelm and didn’t leave heads spinning.

The work

We developed a new beauty brand bible to guide visual and verbal identity with a fresh tone of voice and visual handwriting. The cross-platform storytelling highlighted Liberty’s curation of emerging, innovative beauty brands. We collaborated with influential voices and creative partners to expand the storytelling into advertising, social content, in-store experiences, and direct mail. For the Fragrance Lounge our film and stills assets teased the services, space and brands featured to entice people to the lower ground and discover their signature scent.

The services

Designing a connected sustainability strategy
Curating new retail concepts and partnerships
Designing a holistic brand identity
Creating truly integrated campaigns

The impact

Performance results for editorial campaigns were, on average, 68% higher than previous campaigns with a sales increase of 69% compared to the previous year.