For this project, I created a brand extension for the women’s fashion-wear brand Maje. I specifically chose for the brand to introduce a fragrance, as it is commonly thought of as the most personal item an individual can wear. A fragrance is a representation of the ideals and images a brand wishes to portray and reflects the market they intend to capture. The fragrance is named Autre Soi - French for alter ego. Wearing this perfume allows a woman to take on the many roles life demands of her. This product targets female American Millennials. The launch of the product will be made aware through social media and public relation efforts. The fashion film, Who Is She?, (showcased below) will be posted to Maje's social media platforms.