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ICON Partnership

Our work

Brands with purpose. Results without limits.

ICON works across fragrance and beauty - from premium tailoring houses and heritage institutions to global fashion and celebrity ranges. Every brand here was created, developed or taken to market with the same team.

The six Savile Row Private Collection Extrait de Parfum bottles beside their cartons

Savile Row Private Collection

Premium Tailoring

Six unisex Extrait de Parfums inspired by the rich history, traditions, quality and excellence of London's most famous tailoring street, and a complete brand world created and commercialised with ICON.

Six-fragrance collection, packaging and launch

  • Creative & Design
  • Product Development
  • Manufacturing
  • Marketing & PR
  • Distribution
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Savile Row Mayfair eau de parfum and carton carrying the Pure Beauty Awards Best New Fragrance finalist mark

Savile Row Mayfair

Premium Tailoring

Recognised for excellence as a Best New Fragrance Finalist in the Pure Beauty Awards, Savile Row Mayfair is an Eau de Parfum and grooming range designed to reflect the prestige, heritage, brand values and unrivalled craftsmanship associated with Savile Row.

Eau de Parfum and men's grooming range

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The full Savile Row Heritage line-up: eau de toilette in two sizes, three smaller flacons, beard oil and body wash

Savile Row Heritage

Premium Tailoring

The Savile Row Heritage fragrance and grooming range for men took The Savile Row Company London from master tailors to perfumers, creating a luxury range befitting of the Savile Row name.

Men's fragrance and grooming range

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Superdry

Fashion

Fragrance for the global premium clothing company, reflecting their brand pillars of craft and culture. A range built to sit inside Superdry's own retail theatre rather than beside it.

Men's and women's fragrance ranges

Rooted in authenticity, craftsmanship and individuality, the brand has cultivated a unique international appeal, attracting a diverse and influential following.

Superdry Fragrances for Men and Women capture the essence of this iconic identity, translating the brand's bold aesthetic, contemporary spirit and unmistakable character into a distinctive olfactory experience.

  • The Superdry fragrance range shown as a full line-up of bottles
  • Superdry fragrance bottles lit on a dark display plinth
  • Superdry fragrance retail display units in store
  • Three Superdry fragrances in leather-bound flacons with knurled metal caps, on weathered wood
  • The Superdry fragrance launch installation in Selfridges, built around a vintage three-wheeled racing car
  • A Superdry store interior showing the brand's retail environment

01 / 06

Sugababes

Celebrity

ICON's first celebrity fragrance, launched with the band's appearance at the COPRA Ball, and the company's arrival in the industry.

Celebrity fragrance range

Inspired by their bold personalities and ever-evolving image, the range brings together contemporary, expressive fragrances designed to celebrate self-expression, femininity and the power of standing out from the crowd.

A distinctive collection that embodies the spirit of Sugababes, both on and off the stage.

  • Three Sugababes fragrance bottles in silver, black and pink
  • The Sugababes fragrance range shown with its gift sets and packaging
  • The Sugababes fragrance launch campaign artwork
  • Sugababes fragrance packaging and gift sets

01 / 04

Maison Charel

Premium Vegan Fragrance

A vegan fragrance house of ingredient-led scents that are eco-conscious, responsibly formulated and shaped by a focus on sustainability. Fig and bergamot, sandalwood and jasmine, vetiver and green tea, presented in restrained apothecary glass.

Vegan fragrance range

Designed for today's fragrance and eco-conscious consumer, the scents balance artistry, quality and sustainability.

Each of the fragrances has a unique scent signature crafted for everyday wear, designed to be distinctive yet universally appealing.

  • The Maison Charel eau de toilette range shown as a line of four bottles
  • Three Maison Charel eau de toilette bottles showing the range's colour coding
  • The four Maison Charel eau de toilettes shown with their ingredients: vanilla, lime, orange and fig
  • Maison Charel Vetiver, Green Tea & Mandarin eau de toilette with its carton
  • The Maison Charel counter unit, four fragrances tiered beneath a vegan fragrances header card

01 / 05

Seksy

Women's Fragrance

A women's fragrance range of elegant gourmand Eau de Parfum built for high-street beauty halls, stunningly presented in unique twelve-sided bottles embellished with shimmering crystals.

Women's fragrance range

Each fragrance combines an elegant olfactory signature with exceptional visual appeal, presented in distinctive twelve-sided bottles adorned with sparkling crystals. A striking expression of contemporary femininity, glamour and indulgence.

  • The Seksy women's fragrance range shown as four bottles with crystal-set caps
  • Seksy Entice eau de parfum with its cartons and roll-on, photographed against a pink bokeh ground
  • Seksy Elegance eau de parfum with its cartons, photographed against a silver bokeh ground

01 / 03

National Trust

Heritage

A fine fragrance and home fragrance range for one of Britain's best-loved natural beauty and heritage institutions, designed around the four pillars of the National Trust: Woodland, Countryside, Coast and Gardens.

Fragrance and home fragrance range

Inspired by the beauty, heritage and timeless character of the British landscape, the collection celebrates its four defining pillars, Woodland, Countryside, Coast and Gardens, capturing the distinctive atmosphere, natural beauty and enduring spirit of each.

  • The full National Trust range laid out as a line-up
  • National Trust hand wash, body lotion and candle in coastal illustration livery
  • National Trust products in woodland illustration livery
  • Four National Trust scented candles showing the illustrated label set

01 / 04

Jane Packer

Florist

A fragrance range created with the renowned London florist, spotlighting the intense ability that floral fragrance has to lift our senses.

Fragrance, home fragrance and grooming range

  • The Jane Packer fragrance range shown as a row of bottles with fresh flowers
  • Jane Packer fig-print gift box with fragrance and body cream
  • Jane Packer rose-print gift box with fragrance and body cream
  • Jane Packer point of sale units installed in a department store beauty hall

01 / 04

ICON works across creative and design, product development, sales, marketing and PR, manufacturing and distribution. Engagement scope varies by brand.

Previous retailers we have dealt with

Traded in 18 countries

  • Harrods
  • Selfridges
  • Harvey Nichols
  • Fenwick
  • John Lewis
  • House of Fraser
  • Boots
  • Debenhams
  • The Perfume Shop

Your brand next

What could ICON create with your brand?

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