100 Years of Gelée®
To celebrate 100 Years of the World’s most beloved sunscreen, we created a world of new products, promotions and events.
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THE INNOVATION
The scent of the historic cult-favorite Orange Gelée® sunscreen is both iconic and polarizing. To bring new fans into the world of Gelée®, we asked five master perfumers to capture their unique impressions of its scent as a deluxe five piece fragrance set.
THE SCENTS
In collaboration with the Award-Winning ARQUISTE Parfumeur and our incredible product development team, we conducted hours of interviews with the perfumers to understand their impressions of Gelée® and to support them in naming and describing each scent.
THE DISCOVERY
While researching for our fragrance set, we stumbled across an unbelievable fact … the original Orange Gelée® sunscreen was about to celebrate its 100th anniversary. Naturally, we took this insight and ran with it—turning it into a month-long celebration.
THE STORY
This once-in-a-lifetime milestone gave us a fantastic, compelling story for PR — both in the beauty world and with business press.
THE PRICING IDEA
As part of our “Gelée 100” celebrations, we had the idea to sell Gelée® at its original 1990s price—a peak era of its popularity.
This promotion happened at Target stores nationwide as well as DTC, capturing the attention of fans and press alike.
THE BIRTHDAY PARTY
To give Orange Gelée® the celebration it deserved, we threw it a birthday party at the Hollywood Roosevelt Hotel — inviting Gelée® fans and those involved in developing Gelée over the years to join us in honoring its legacy.
THE EAU DE TOILETTE
All of this activity culminated in the much anticipated launch of our full size Orange Gelée® Eau de Toilette—to critical acclaim.
