Background

Founded in 1990, Racing Green quickly established a nationwide reputation for well designed men’s casual wear through high street outlets. Baird Group required a strong casual wear brand to complement their tailoring and formal offers, with online retailing potential Racing Green meets this requirement. Racing Green menswear is enjoying a new lease of life and this expansion has produced a fragrance range, to help support the brand. A sophisticated blend of British style and design, this contemporary collection of men’s fragrance and grooming products have been developed for today’s male youth market. An appealing London look which makes this collection stand out from the rest.

Strategy

A British stamp created and developed in England exclusively for Racing Green. International 25-30+ male market is open to a clean and fresh fragrance range, understated but at the same time inspiring and at the forefront of fashion trends. We have also developed a range of gift sets for Racing Green.

A British stamp created and developed in England exclusively for Racing Green.

Laurelle London

Results

We launched an EDT and EDP shortly followed by a  3-piece giftsets. Each giftset included a body lotion and shower gel with a 100ml fragrance.