Head Over Heels

‍The Challenge

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‍Head Over Heels London is a heritage fragrance brand with roots in Revlon and now under Universal Toiletries Corporation for the last 25 years. While it had strong recognition and nostalgia, the brand’s identity and positioning were no longer resonating in today’s market. The fragrance industry has shifted towards niche, story-driven luxury brands that emphasise individuality, craftsmanship, and emotional connection. To remain competitive, Head Over Heels needed to reinvent itself—not as a mass-market product, but as a distinctive player in the luxury niche space. The challenge was to elevate the brand while keeping its heritage intact, and to create a narrative that would feel both aspirational and deeply personal.

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‍The Transformation

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‍I redefined the brand story and identity around a powerful new idea: fragrances that make women fall in love with themselves. This shift moved the brand away from external validation and into the luxury niche territory of self-expression, confidence, and empowerment. Visually, I introduced a modern, elegant identity system—refined typography, layered textures, and evocative campaign artwork—that balanced heritage with contemporary sophistication. Packaging was reimagined to feel elevated and collectible, aligning with the tactile expectations of the niche fragrance market. By embedding storytelling into every touchpoint, the brand established itself as more than a perfume—it became part of a movement.

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The Result

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The rebrand positions Head Over Heels London firmly within the luxury niche fragrance market. With a new narrative centred on self-love, the brand speaks to a generation of consumers seeking authenticity, emotion, and individuality in their fragrance choices. The elevated design and storytelling now give the brand credibility alongside established luxury houses, while its legacy ensures recognisability and trust. HeadOver Heels London has successfully transitioned from a nostalgic name to a modern, aspirational fragrance brand ready to spark a new movement in beauty.