Playboy Fragrances Relaunches Worldwide with New Brand Platform 'Never Stop Playing'

The relaunch of Playboy Fragrances, offers a rallying cry for an entire generation to relaunch Playboy Fragrances worldwide. Global beauty company COTY and Leo Burnett France have brought back the brand’s core values, reinvigorating them in an effort to adapt them to a whole new generation with a tagline that only Playboy fragrances could truly own, 'Never Stop Playing'.

Cooper Hefner, who' the current CEO of Playboy says, ‘‘dreaming big, no matter your age, has always been a part of Playboy’s philosophy ’’.

Their audience of millennials has grown up in a world where negativity and pessimism prevail. With the launch of the Playboy's new tagline and platform, they want to encourage them not to lose their lightheartedness, to keep their minds open, to follow their dreams, and bring their passions to life while having fun. Never Stop Playing establishes a Playboy Fragrances world that is just as sexy as always and also empowers today’s youth by recognising and encouraging their personality and creativity. When you spray yourself with Playboy Fragrances, not only do you smell amazing, it gives you the confidence you need to connect with your inner playfulness, to break boundaries, and to keep dreaming.

Never Stop Playing is a motto for both genders. With this campaign, Playboy wants to empower women and portray them in control of their lives, their sexuality and their destiny. In the film, women are not just beautiful objects, they’re doing amazing things: being a DJ, a boxer, a fashion designer or just flirting with the guy they like. 

Ben Briand, Director of the company states, ‘‘ To work with Playboy on their Never Stop Playing fragrance campaign was a total thrill. The whole team was constantly pushing for new directions and ways to present the brand in a fresh and exciting light.’’- 

To bring Never Stop Playing to life, the brand created an anthem film with Ben Briand, an award-winning director who has shot multiple campaigns across the globe and recently won the Grand Prix and Gold for Best Branded Content Film at the European Cristal Festival along with a Silver Lion for his Activia film about ballerina Ingrid Silva. The groundbreaking visual aesthetic and the empowering tone of the voice-over turn the campaign into a ‘Millennial Manifesto’ that renews the codes of classic perfume advertising. Today Playboy Fragrances not only transgresses established codes, but inspires a whole generation by giving them a motto.

‘‘Playboy Fragrances reflect our ethos that life should be looked at like an adventure, and regardless of age, one should never stop playing.’’ Cooper Hefner.