Dance by Shakira — Product & Launch Strategy

Dance by Shakira was inspired by one of the artist’s most distinctive qualities: her movement. The product and communication strategy translated the sensuality, energy and physicality of her dance into the world of fragrance.

I led ideation and product development, shaping the concept and content strategy for the launch. The campaign was developed across TV, print, digital, point-of-sale, and physical experiences.

The concept established Dance as a strong pillar within the Shakira fragrance portfolio and created a platform that could be extended through flankers and limited editions.