Refresh: Mugler goes Otherworldly for Alien Fragrance Relaunch

Written By Dan Ortiz

Per WWD:
2024 sees the Mugler brand turning 50 and launching Alien Hypersense.

Alien, the women’s scent introduced in 2005, has become Mugler’s largest fragrance franchise. In 2023, it ranked 12th among women’s scents in Europe, where the fragrance comes in seventh in the U.K. and Germany, and eighth in Italy.

“We rejuvenated Angel last year, so it was time for Alien,” Danièle Lahana-Aidenbaum, global president of Mugler Fashion, told WWD in an exclusive interview.

The new brand campaign sees model Anok Yai transformed for a series of spots and OOH creative.

Agency Credits

Agency Baron & Baron
Stylist Haley Wollens
Make-up Lucy Bridge
Hair Cyndia Harvey
Nails Sylvie MacMillan
Music "Satisfaction" - Benny Bennasi

Dan Ortiz
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