Parfums De Marly

THE BRIEF

Parfums de Marly, a high-end perfumery brand, entrusted Atteline with creating a launch strategy for its new creation, Althaïr, in September 2023.

The primary objectives were to build brand awareness around the product and its derivatives amongst regional GCC luxury, beauty, and lifestyle profiles, elevate the Parfums de Marly brand, and generate buzz around the launch.

THE DELIVERY

Our strategy focused on a two-pronged approach to maximise exposure and build social awareness. The first tactic was centred around a strong media relations plan to effectively announce and educate the audience about the new fragrance, emphasising all its facets.

This included pitching to select titles and ensuring our storytelling aligned with each publication’s editorial direction. We further supplemented the coverage with mass media pitching angles and provided consistent support through weekly media alerts throughout the initial launch period. 

Our second tactic was announcing the fragrance at an experiential launch event. On October 19th, 2023, we organised a dinner event for media and influencers at Duomo, at the Dubai EDITION.

We created an immersive evening for our guests by engaging them in a multi-sensorial experience (feel, scent, taste, sight, sound) that allowed them to physically connect with Althair’s essence.

Our brand spokespeople were present on the ground to narrate the fragrance story and the brand’s unique vision and values. As a parting gift, we offered each guest a bottle of Althaïr engraved with vanilla bean/ floral illustrations, which added an extra layer of exclusivity to the event.

THE OUTCOME

• Brand awareness – We saw a total circulation of over 25.9 million and put the brand in front of new audiences. We saw a total PR value of over USD 2.2 million to date
• Brand reputation – Our brand messaging was positive and accurate through 100% key message penetration in our coverage
• Strong regional media coverage – The strategy was highly effective with dedicated features, product placement, and interviews with tier-A beauty and fashion and luxury titles (both English and Arabic) such as MOJEH Magazine, Vogue Arabia, World Arabia Magazine, Emirates Man and Woman, Esquire Middle East, Cosmopolitan Middle East, Zahrat Al Khaleej, Haya, GRAZIA Middle East and L’Officiel Arabia to name a few
• Event Attendance – A total of 41 media and influencer attendees joined the event