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Joya Implements ‘Quick Strike’ Launch Strategy

Joya is disrupting the traditional beauty launch model.
The fragrance brand and design studio is implementing a new “quick strike” launch strategy similar to models used by many streetwear brands like Supreme, which drops new merchandise every Thursday, to release a slew of collaborations with artists, designers and film production companies, among others, from now until early next year.
“The idea is to reinforce our ownership of scent collaborations and push them forward by talking to the end customer and show the scope and breadth of what we can do,” said Frederick Bouchardy, founder of Joya. “It shows the diversity of the brands and designers we work with and it’s a way to surprise and delight customers and tell stories they might not know of in fragrance.”
For launches, Joya has devised a schedule of quick drops through early next year culminating with the release of an enhanced version of the brand’s own fragrance collection, including its full 17 stockkeeping unit offerings of fragrances, candles, diffusers and scented objects, and new offerings. These products are meant to enhance the customer experience with new packaging and designs.
Some releases include a collaboration with Condition World for media company Complex’s upcoming festival, ComplexCon, for a scented

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Via:: https://wwd.com/beauty-industry-news/fragrance/joya-quick-strike-launch-strategy-1202877657/