Unleashing the Power of You: Serviceplan Make brings Armani Beauty’s latest fragrance to life

For the launch of Power of You, the new feminine fragrance by Armani Beauty, Serviceplan Make delivered a fully integrated content production that translated the brand’s empowering narrative into a seamless omnichannel experience. Celebrating self‑confidence, strength and modern femininity, the launch required a consistent and premium presence across digital platforms, retail environmentsand experiential touchpoints, all brought together under one strong visual and emotional identity.

Serviceplan Make was responsible for the creation and production of an extensive range of assets, including mock‑ups, visuals and videos tailored for platforms such as TikTok, Meta and Spotify. Each format was carefully adapted to its channel to maximize impactwhile respecting the refined and iconic codes of the Armani Beauty universe. In parallel, the campaign extended into CRM and print, with dedicated newsletters, Valentine’s cards and a feature in Paris 8 magazine, further reinforcing the visibility of Power of You within premium editorial environments.

The launch also took shape in‑store through a wide array of retail materials, ranging from floor displays, wobblers, flyers and stickers to large‑scale store takeover visuals. Every element was designed to ensure strong shelf presence and a cohesive consumer journey at point of sale. At ICI PARIS XL, the campaign came to life through dedicated activations, including a personalized engraving experience for the Power of You fragrance and the opportunity to discover the Power of You make‑up look at the ICI PARIS XL store on De Meir in Antwerp, turning the launch into a personal and immersive moment for consumers.

Internally, the campaign was activated through a dedicated initiative featuring the card “I feel powerful when…”, reinforcing the emotional message of the fragrance and creating a meaningful connection with the brand across teams and retail staff. With Kendall Jenner as the face of Power of You, the campaign gained an additional layer of impact through exclusive video content in which she embodies and expresses the fragrance’s vision of confidence, self‑expression and feminine strength, seamlessly integrated across digital and in‑store touchpoints.

From social‑first content and high‑impact digital visuals to in‑store communication, experiential activations and print, Serviceplan Make ensured a consistent, high‑quality execution throughout the entire launch. This project once again highlights Serviceplan Make’s expertise in scalable, craft‑driven content production for luxury beauty brands, combining creative excellence with operational precision to bring powerful brand stories to life across all channels.