Jean Paul Gaultier
— Le Beau
Since 2018, UZIK has been entrusted with the development of Jean-Paul Gaultier Parfums' website, the fragrance division of the renowned French fashion enfant terrible and designer. In 2022, we took on the digital launch of their highly anticipated new fragrance, "Le Beau."
"Le Beau" embodies sensuality and intensity, presenting a contrasting portrayal of masculinity compared to Jean Paul Gaultier's iconic fragrance "Le Male." Our objective was to promote "Le Beau" without overshadowing the presence of other fragrances in the lineup.
To achieve this, we devised an engaging digital activation aligned with the brand's hedonistic and unconventional image: the two fragrances were depicted as symbols of two distinct visions of masculinity, sparking a playful battle. Users were invited to select the perfume that resonated with their personality and engage in a digital arm wrestling game, culminating in an interactive experience.
1.
The homepage of the digital experience showcases the iconic flacons of two distinct versions of masculinity. Scroll down and dive deep into discovering the attributes of the two main man fragrances.
WEB PAGE
The interface features a modern and bold design with large typography showcasing the ability to create a world of masculinity that highlights both "Le Male" and "Le Beau" fragrances within a captivating nocturnal jungle ambiance.
2.
Bold typography plays with both solid and empty spaces to create a visual contrast and emphasize the antagonism between the two expressions of masculinity.
3.
The immersive digital experience is enhanced with intricate details of a tropical nocturnal jungle, setting the stage for an epic showdown between the two fragrances and adding depth to the arm wrestling battle.
4.
In a tropical nocturnal jungle, iconic fragrance bottles shaped like male torsos are getting ready for the arm wrestling contest.
5.
Subtle text inserts and enticing calls to action guide you through the immersive experience.
6.
Product showcase sections redirecting to the brand's e-commerce platform, offering seamless access to explore and purchase the featured items.
Mini-game
Discover your perfect fragrance match and engage in an exhilarating battle against your formidable opponent, all through an interactive game inspired by the campaign's captivating Key Visual.
7.
Scrolling further into this page brings the users to a dedicated arm wrestling mini-game where you have to choose between “Le Mâle” and “Le Beau”, which are eternal rivals.
8.
Intricate details inspired by maritime tattoos and custom ink designs are artfully incorporated into the website, capturing the essence of "Le Male".
9.
A gamified progress bar adds an element of anticipation, simulating a future arm-wrestling battle and engaging users in the playful spirit of competition.
10.
Customized illustrations were meticulously crafted to depict the arms of both fragrances, showcasing their unique characteristics.
11.
Regarding responsiveness, a tablet version of this mini-game was also developed to meet all of the users browsing habits.
12.
This mini-game was seamlessly integrated into the whole page navigation, even including a horizontal scroll working on all devices.
13.
Mobile version of the arm-wrestling mini-game.
E-tailing
Scroll down here to discover the full range of Jean Paul Gaultier's masculine fragrances, embodying the brand's iconic codes and featuring captivating campaign visuals. Explore the ingredients and immerse yourself in the electrifying and tropical nocturnal ambiance and arm wrestling game.
14.
This e-tailing design allows the battle to continue on specialized perfume marketplaces such as Sephora, Marionnaud and Nocibé.
Team
Marina Albert
Group manager
Pauline Grillon
Project manager
Aymeric Manzano
Project manager
Clément Merouani
Digital art director
Alexandre Pitton
Front and back–end developer
Manon Seimandi
Art director
Jean–Baptiste Sinniger
Creative director
Lucie Sistac
Project manager
Vanessa Valera
Account director