Maison Crivelli

THE BRIEF

In March 2024, Maison Crivelli, a French haute perfumery brand, entrusted Atteline with developing a launch strategy for its new fragrance, Tubéreuse Astrale.

The primary goals were to enhance brand recognition among GCC luxury, beauty, and lifestyle demographics, elevate the Maison Crivelli brand, and stimulate buzz around the launch.

To meet these objectives, Atteline crafted a dynamic PR strategy, integrating a compelling storytelling narrative designed to amplify the conversation around the brand and Tubéreuse Astrale’s unique composition.

THE DELIVERY

To begin with, we developed a strong media relations plan to effectively announce the launch of the fragrance, educate the audience and build excitement.

This included a press release announcement, curated pitching to select titles, and ensuring our storytelling aligned with each publication’s editorial direction. We further bolstered this strategy through intimate one-to-one sessions with key beauty editors and Maison Crivelli’s Founder and Creative Director, Thibaud Crivelli.

In addition, we hosted an exclusive launch event graced by influencers and key opinion leaders, a celestial journey brought to life – the essence of the fragrance. The venue setup embodied the celestial themes and the nocturnal elegance of tuberoses, captivating guests through a multi-sensorial experience of touch, scent, taste, sight, and sound.

Thibaud Crivelli was also in attendance, sharing the fragrance’s narrative inspired by his childhood memories of astronomy, which helped to further bring guests into the world of Tubéreuse Astrale.

As a final touch, each guest received a personalised bottle of Tubéreuse Astrale, a unique and exclusive gift that served as a lasting reminder of the event.

THE OUTCOME

• Built Brand Awareness: The strategic media engagements and immersive event generated a total circulation of over 3.2 million, significantly enhancing Maison Crivelli’s visibility in the luxury market
• Strong Media Engagement: The strategy proved highly effective as we saw a total PR value of over USD 210,000 in the first two months with dedicated features, product placement, and interviews with tier-A beauty and fashion and luxury titles (both English and Arabic) such as The National, MOJEH Men, Vogue Arabia, Arrajol, and Cosmopolitan Middle east, to name a few, successfully cementing Tubéreuse Astrale’s position in the luxury segment
• Brand reputation – Our brand messaging was positive and accurate due to 100% key message penetration in our coverage
• Event Attendees – A total of x43 guests joined the event