{"id":408,"date":"2014-05-29T09:49:27","date_gmt":"2014-05-29T09:49:27","guid":{"rendered":"http:\/\/www.thebrandingjournal.com\/?p=408"},"modified":"2023-06-27T09:35:57","modified_gmt":"2023-06-27T09:35:57","slug":"nina-ricci-laduree-interesting-example-co-branding","status":"publish","type":"post","link":"https:\/\/www.thebrandingjournal.com\/2014\/05\/nina-ricci-laduree-interesting-example-co-branding\/","title":{"rendered":"Nina Ricci and Ladur\u00e9e: a very interesting example of co-branding!"},"content":{"rendered":"<p><strong>It is always interesting to see how two brands can team up and write a chapter of their brand histories together. Fashion house Nina Ricci and famous French pastry maker, Ladur\u00e9e, have recently come together to create a scent inspired by macaroons and a macaroon inspired by scent.<\/strong><\/p>\n<div class=\"thebr-posts-end-2\" style=\"text-align: center;\" id=\"thebr-3092086541\"><div id=\"thebr-2672351429\"><a class=\"advanced-image\" href=\"https:\/\/www.thebrandingjournal.com\/branding-checklist\/?utm_source=website&#038;utm_medium=banner&#038;utm_campaign=checklist_articles&#038;utm_content=black_mockup\" data-bid=\"1\" data-no-instant=\"1\" rel=\"noopener\">\r\n    <picture>\r\n        <source media=\"(max-width: 991px)\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2024\/07\/TBJ-Cheat-Sheet-300x250-1.png\" type=\"image\/png\"\/>\r\n        <source media=\"(min-width: 992px)\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2024\/07\/TBJ-Cheat-Sheet-600-x-300.png\" type=\"image\/png\"\/>\r\n        <img decoding=\"async\" class=\"banner\" src=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2024\/07\/TBJ-Cheat-Sheet-600-x-300.png\" alt=\"Checklist image\"\/>\r\n    <\/picture>\r\n<\/a>\r\n<\/div><\/div><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-transparent ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.thebrandingjournal.com\/2014\/05\/nina-ricci-laduree-interesting-example-co-branding\/#La_Tentation_de_Nina_a_collaboration_between_a_perfumer_and_a_pastry_chef\" >La Tentation de Nina, a collaboration between a perfumer and a pastry chef<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.thebrandingjournal.com\/2014\/05\/nina-ricci-laduree-interesting-example-co-branding\/#Nina_Ricci_and_Laduree_a_profitable_co-branding_with_a_good_communication_strategy\" >Nina Ricci and Ladur\u00e9e, a profitable co-branding with a good communication strategy<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"La_Tentation_de_Nina_a_collaboration_between_a_perfumer_and_a_pastry_chef\"><\/span>La Tentation de Nina, a collaboration between a perfumer and a pastry chef<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Is it possible to combine fragrance with macaroons? That was the challenge accepted by perfumer\u00a0Olivier Cresp, fragrance director at\u00a0Nina Ricci, and\u00a0Vincent Lemains, head of pastry design for\u00a0Ladur\u00e9e, when they decided to bring their noses together.<\/p>\n<p><a href=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/05\/nina_ricci_perfume_laduree_collaboration_cobranding.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-411\" src=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/05\/nina_ricci_perfume_laduree_collaboration_cobranding.jpg\" alt=\"nina_ricci_perfume_laduree_collaboration_cobranding\" width=\"850\" height=\"566\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/05\/nina_ricci_perfume_laduree_collaboration_cobranding.jpg 850w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/05\/nina_ricci_perfume_laduree_collaboration_cobranding-300x199.jpg 300w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/05\/nina_ricci_perfume_laduree_collaboration_cobranding-295x196.jpg 295w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/05\/nina_ricci_perfume_laduree_collaboration_cobranding-290x193.jpg 290w\" sizes=\"auto, (max-width: 850px) 100vw, 850px\" \/><\/a><\/p>\n<p>The two men worked for a long time to develop a new fragrance \u201cla Tentation de Nina\u201d, which is a new limited edition of the original Nina fragrance from 2006, presented together with a new line of Ladur\u00e9e macaroons named Nina.<\/p>\n<blockquote><p>\u201cThe most challenging aspect of creating the fragrance,\u201d said Cresp, \u201cwas to only use ingredients that could be used in the macaroon. In my palette, there are hundreds of fragrance molecules. In Vincent\u2019s, there are fewer [ingredients]. In addition, what is pleasant to smell and taste can be very different things.\u201d <a href=\"https:\/\/www.cosmeticsbusiness.com\/news\/article_page\/Nina_Ricci_goes_gourmand\/93882\">(Cited in Cosmetics Business)<\/a><\/p><\/blockquote>\n<p><iframe loading=\"lazy\" src=\"\/\/www.youtube.com\/embed\/jOhFICmgd9Y\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p><strong>The macaroon<\/strong> possesses aromatic notes of raspberry, rose, almond and lemon, presented in a bright pink shell topped with luxurious gold leaf.<\/p>\n<p><strong>The fragrance<\/strong> is presented in an apple-shaped bottle in accordance with the Nina range, customized with pink and golden colors. It possesses a fresh floral, fruity and gourmand fragrance. <a href=\"https:\/\/www.fragrantica.com\/perfume\/Nina-Ricci\/La-Tentation-de-Nina-22460.html\">The website Fragrantica <\/a>describes it as follows: \u201cThe composition begins with citrusy notes of bergamot and goes into the heart of raspberry, almond, lemon and Bulgarian rose absolute, which are connected together in the macaroon accord, softened by notes of Bourbon vanilla, white musk and sandalwood at its base\u201d.<\/p>\n<p><a href=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/05\/nina_ricci_perfume_laduree_collaboration_cobranding_2.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-409 size-large\" src=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/05\/nina_ricci_perfume_laduree_collaboration_cobranding_2-1024x581.png\" alt=\"nina_ricci_perfume_laduree_collaboration_cobranding_2\" width=\"1024\" height=\"581\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/05\/nina_ricci_perfume_laduree_collaboration_cobranding_2-1024x581.png 1024w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/05\/nina_ricci_perfume_laduree_collaboration_cobranding_2-300x170.png 300w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/05\/nina_ricci_perfume_laduree_collaboration_cobranding_2-768x436.png 768w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/05\/nina_ricci_perfume_laduree_collaboration_cobranding_2-380x216.png 380w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/05\/nina_ricci_perfume_laduree_collaboration_cobranding_2-800x454.png 800w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/05\/nina_ricci_perfume_laduree_collaboration_cobranding_2-1160x658.png 1160w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/05\/nina_ricci_perfume_laduree_collaboration_cobranding_2.png 1202w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/a><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Nina_Ricci_and_Laduree_a_profitable_co-branding_with_a_good_communication_strategy\"><\/span>Nina Ricci and Ladur\u00e9e, a profitable co-branding with a good communication strategy<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The Nina range first launched in 2006, with a perfume created by Robert Ricci, son of Nina Ricci. The brand promotes this collection of fragrances around a feminine and enchanting universe, where the apple-shaped bottle represents the temptation of the forbidden fruit.<\/p>\n<p>With this co-branding, Ladur\u00e9e benefits from the poetic and magical storytelling of the Nina perfumes. Through the association with Eve\u2019s temptation, the macaroon thus becomes all the more alluring, simultaneously evoking playfulness and indulgence by its golden touches, which mirror the bottle design. By comparison, Ricci uses the prestige and sophistication associated with Ladur\u00e9e macaroons.<\/p>\n<p>The success of this collaboration can be explained by the <strong>association of two strong brand identities <\/strong>that each benefit from combining aspects of the other\u2019s world.<\/p>\n<p>The collaboration also benefits from the <strong>combined experience and knowledge <\/strong>of Oliver Cresp and Vincent Lemains, whose individuals perspectives bring new expertise to both the macaroon and the fragrance. Both products were designed around the concept of<strong> \u201cgourmandise\u201d<\/strong>: macaroons have always been seen as deliciously sweet treats, and the perfume bottle is designed to appear as if someone has bitten into the apple.<\/p>\n<p>The co-branded products have succeeded in seducing many consumers by the <strong>sensorial experience<\/strong> transmitted through beautiful videos and prints within the communication campaign.<\/p>\n<p><iframe loading=\"lazy\" title=\"Comercial La Tentation de Nina by Nina Ricci\" width=\"1200\" height=\"675\" src=\"https:\/\/www.youtube.com\/embed\/HRCCnHSR5xQ?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" allowfullscreen><\/iframe><\/p>\n<p>La Tentation de Nina launched worldwide on January, 27th priced from $66. The limited edition La Tentation de Nina macaroons cost from $27 for a box of eight, available from Ladur\u00e9e\u2019s global network of stores since February.<\/p>\n<p><em><strong>References:<\/strong> <a href=\"https:\/\/www.ilikecontent.com\/2014\/nina-ricci-laduree-retour-sur-la-tentation-digitale-de-ce-debut-dannee\/\">I like content<\/a>, <a href=\"https:\/\/www.fragrantica.com\/perfume\/Nina-Ricci\/La-Tentation-de-Nina-22460.html\">Fragrantica<\/a>, <a href=\"https:\/\/luxurypartnerships.blog-ppa.fr\/2014\/02\/10\/la-tentation-de-nina-le-plaisir-de-laduree\/\">Luxury Partnerships<\/a>, <a href=\"https:\/\/www.cosmeticsbusiness.com\/news\/article_page\/Nina_Ricci_goes_gourmand\/93882\">Cosmetics Business<\/a><\/em><\/p>\n<p><em><strong>Pictures from:\u00a0<\/strong><a href=\"https:\/\/www.zoemacaron.fr\/la-tentation-de-nina-laduree-nina-ricci\/\">Zoe Macaron<\/a>, <a href=\"https:\/\/dieforstyle.blogspot.co.uk\/2014\/02\/nina-ricci-and-ladureesweets-and.html\">Die for Style<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"It is always interesting to see how two brands can team up and write a chapter of their&hellip;\n","protected":false},"author":2,"featured_media":410,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"","_seopress_titles_title":"","_seopress_titles_desc":"It is always interesting to see how two brands can team up and write a chapter of their brand histories together. Fashion house Nina Ricci and famous French pastry maker, Ladur\u00e9e, have recently come together to create a scent inspired by macaroons and a macaroon inspired by scent.","_seopress_robots_index":"","om_disable_all_campaigns":false,"_kad_blocks_custom_css":"","_kad_blocks_head_custom_js":"","_kad_blocks_body_custom_js":"","_kad_blocks_footer_custom_js":"","footnotes":""},"categories":[207,179,106],"tags":[129,175,177,173,174,176,172,178,120],"ppma_author":[742],"class_list":{"0":"post-408","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-brand-strategy","8":"category-co-branding","9":"category-product","10":"tag-brand","11":"tag-cobranding","12":"tag-fragrance","13":"tag-la-tentation-de-nina","14":"tag-laduree","15":"tag-macaroon","16":"tag-nina-ricci","17":"tag-perfume","18":"tag-product-2","19":"cs-entry","20":"cs-video-wrap"},"taxonomy_info":{"category":[{"value":207,"label":"Brand Strategy"},{"value":179,"label":"Co-branding"},{"value":106,"label":"Product"}],"post_tag":[{"value":129,"label":"brand"},{"value":175,"label":"cobranding"},{"value":177,"label":"fragrance"},{"value":173,"label":"la tentation de nina"},{"value":174,"label":"ladur\u00e9e"},{"value":176,"label":"macaroon"},{"value":172,"label":"nina ricci"},{"value":178,"label":"perfume"},{"value":120,"label":"product"}]},"featured_image_src_large":["https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2014\/05\/nina_ricci_perfume_laduree_collaboration_cobranding_3.jpg",736,490,false],"author_info":{"display_name":"Marion Andrivet","author_link":"https:\/\/www.thebrandingjournal.com\/author\/marion\/"},"comment_info":1,"category_info":[{"term_id":207,"name":"Brand Strategy","slug":"brand-strategy","term_group":0,"term_taxonomy_id":207,"taxonomy":"category","description":"Brand strategies are made out of so many different steps, from defining a brand purpose and positioning to brand identity. See some examples here.","parent":0,"count":94,"filter":"raw","cat_ID":207,"category_count":94,"category_description":"Brand strategies are made out of so many different steps, from defining a brand purpose and positioning to brand identity. See some examples here.","cat_name":"Brand Strategy","category_nicename":"brand-strategy","category_parent":0},{"term_id":179,"name":"Co-branding","slug":"co-branding","term_group":0,"term_taxonomy_id":179,"taxonomy":"category","description":"","parent":207,"count":6,"filter":"raw","cat_ID":179,"category_count":6,"category_description":"","cat_name":"Co-branding","category_nicename":"co-branding","category_parent":207},{"term_id":106,"name":"Product","slug":"product","term_group":0,"term_taxonomy_id":106,"taxonomy":"category","description":"","parent":207,"count":16,"filter":"raw","cat_ID":106,"category_count":16,"category_description":"","cat_name":"Product","category_nicename":"product","category_parent":207}],"tag_info":[{"term_id":129,"name":"brand","slug":"brand","term_group":0,"term_taxonomy_id":129,"taxonomy":"post_tag","description":"","parent":0,"count":17,"filter":"raw"},{"term_id":175,"name":"cobranding","slug":"cobranding","term_group":0,"term_taxonomy_id":175,"taxonomy":"post_tag","description":"","parent":0,"count":1,"filter":"raw"},{"term_id":177,"name":"fragrance","slug":"fragrance","term_group":0,"term_taxonomy_id":177,"taxonomy":"post_tag","description":"","parent":0,"count":4,"filter":"raw"},{"term_id":173,"name":"la tentation de nina","slug":"la-tentation-de-nina","term_group":0,"term_taxonomy_id":173,"taxonomy":"post_tag","description":"","parent":0,"count":1,"filter":"raw"},{"term_id":174,"name":"ladur\u00e9e","slug":"laduree","term_group":0,"term_taxonomy_id":174,"taxonomy":"post_tag","description":"","parent":0,"count":1,"filter":"raw"},{"term_id":176,"name":"macaroon","slug":"macaroon","term_group":0,"term_taxonomy_id":176,"taxonomy":"post_tag","description":"","parent":0,"count":1,"filter":"raw"},{"term_id":172,"name":"nina ricci","slug":"nina-ricci","term_group":0,"term_taxonomy_id":172,"taxonomy":"post_tag","description":"","parent":0,"count":1,"filter":"raw"},{"term_id":178,"name":"perfume","slug":"perfume","term_group":0,"term_taxonomy_id":178,"taxonomy":"post_tag","description":"","parent":0,"count":3,"filter":"raw"},{"term_id":120,"name":"product","slug":"product-2","term_group":0,"term_taxonomy_id":120,"taxonomy":"post_tag","description":"","parent":0,"count":6,"filter":"raw"}],"authors":[{"term_id":742,"user_id":2,"is_guest":0,"slug":"marion","display_name":"Marion Andrivet","avatar_url":"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2019\/10\/Marion.jpg","0":null,"1":"","2":"","3":"","4":"","5":"","6":"","7":"","8":""}],"_links":{"self":[{"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/posts\/408","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/comments?post=408"}],"version-history":[{"count":6,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/posts\/408\/revisions"}],"predecessor-version":[{"id":10617,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/posts\/408\/revisions\/10617"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/media\/410"}],"wp:attachment":[{"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/media?parent=408"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/categories?post=408"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/tags?post=408"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/ppma_author?post=408"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}