United Dreams — United Colors of Benetton

United Dreams marked a new chapter in the partnership between United Colors of Benetton and Puig. The opportunity was to create a fragrance proposition aligned with Benetton’s long-standing social and cultural positioning, rather than launching it through a conventional product-led format.

I led ideation, product development, and content strategy, shaping a concept centred on the positive power of dreams and self-empowerment. This created a clear connection between Benetton’s social commitment and the emotional world of fragrance.

Launched internationally, United Dreams established a successful new platform for the brand and was subsequently expanded through a masculine proposition, flankers and limited editions.