Repositioning Atkinsons for the modern day luxury market

Strategic brand repositioning

Launched in 1799, Atkinsons’ eccentric British flair and Beau Brummell-ey style saw them stand out as a niche perfume brand from the offset. During their acquisition by Perfume Holdings, Atkinsons realised a need to refresh their brand and reclaim their iconic status.

Tasked with reinvigorating the brand, we began with a root-and-branch strategic refresh to re-launch Atkinsons within the modern luxury perfume market.

Newly positioned as a storied brand with a distinctive twist, it was time to make this new identity live.

Through social media planning, content and channel management, a full website re-design and activation for their new London store, we re-launched the brand with a new, invigorated positioning.

The result? Industry leading engagement across all channels with a double-digit daily growth following launch.