Dior Poison
A bespoke set of sites installed across multiple retailers around the UK for the launch of the new women’s fragrance, Dior Poison Girl, as modelled by Camille Rowe.
A multi-site Boots rollout for Dior’s Poison Girl fragrance, built around the campaign’s own “I Am Not A Girl, I Am Poison” line.
The Client Challenge
Dior needed Poison Girl’s launch messaging to carry consistently across multiple Boots stores nationwide, from a tall promotional totem down to smaller in-store video displays, without diluting the campaign’s attitude.
Edge Retail’s Integrated Solution
We rolled out a tall triangular promotional totem carrying “The New Fragrance” campaign imagery, paired at larger sites with a video wall running campaign footage and an illuminated pink LED ticker reading “I Am Not A Girl I Am Poison.” The same fragrance shelving and poster elements ran consistently across each store — from Cardiff and Manchester to Trafford — so the campaign read identically regardless of site size or format.
Impact and Results
The rollout gave Poison Girl a consistent, attitude-led presence across multiple Boots locations at once, carrying the same campaign line from a single tall totem through to full video-wall sites.
