TASK
We were tasked with launching Aesop’s new Above Us, Steorra fragrance, while leveraging visiting brand spokesperson and perfumer Celine Barel. The challenge was to generate buzz and awareness among a wide range of media and KOLs for this important launch.
EXECUTION
We were tasked with launching Aesop’s new Above Us, Steorra fragrance, while leveraging visiting brand spokesperson and perfumer Celine Barel. The challenge was to generate buzz and awareness among a wide range of media and KOLs for this important launch.
Event 1: Intimate Meet & Greet. Aesop hosted an intimate meet & greet with Celine Barel for top-tier senior journalists and content creators secured by PLUG. Held at the Aesop office, Celine shared the inspiration and storytelling behind the fragrance while gifting guests the fragrance to take home and try.
Event 2: Official Launch. Held at the Aesop Harbour City store and facial space, we welcomed guests to the Above Us, Steorra official launch with a quick tour of the new installation and an introduction to the fragrance. We then guided guests to the facial suite, welcomed by a curated Aesop playlist and an immersive space filled with scattered stars that brought the fragrance’s inspiration to life.
Event 3: Macau Pop-up Invites, Press Blast & Seedings. To further publicise Above Us, Steorra, we invited 12 guests (Macau media and Xiaohongshu content creators) to the Aesop pop-up in the exhibition space of Bookand – a long-time partner and artistic outpost in Macau. The guests were hosted by Aesop staff and gifted at the end of their journey. We separately sent out a press release and arranged more than 45 product seedings to media and content creators.
RESULTS
Secured mass awareness in Hong Kong and Macau for Aesop’s new Above Us, Steorra fragrance.
Far surpassed agreed KPIs by achieving over 370 pieces of coverage with 80+ million impressions
Managed over 90 RSVPs across all three events
Coordinated over 45 product seedings to target media and content creators
