Atteline - Parfum De Marly Valaya event with a beautiful perfume setup.
Atteline - Parfum De Marly Valaya event with an influencer who taking photo

Parfums De Marly

Introduces Valaya

THE BRIEF

In February 2023, longtime Atteline client Parfums de Marly, a high-end perfumery brand, tasked the agency with launching its latest creation, Valaya, and creating brand awareness around the product. To achieve this, Atteline developed a comprehensive PR strategy and storytelling narrative to bolster the volume of brand conversation.

THE DELIVERY

We created a robust launch strategy aligned with the client brief, encompassing tactical media relations via an announcement press release and an official launch event.

Before the launch, we drafted and shared a carefully tailored press release announcing Valaya’s launch to build excitement and product awareness with key media stakeholders. Following the announcement, the focus shifted towards planning and executing the exclusive product reveal on February 9th, 2023.

The event hosted at Le Guepard was an immersive experience that engaged the senses, allowing our guests to connect physically with Valaya’s essence.

The event saw top-tier media, influencers, key opinion leaders and the brand’s spokespeople in attendance to experience the fragrance’s story and the brand’s unique vision, enabling our guests to immerse themselves fully in the world of Valaya.

As a parting gift, we offered each guest their engraved bottle of Valaya, accompanied by personalised illustrations that our guests could take home as a keepsake.

THE OUTCOME

  • Built Brand awareness – We saw coverage circulation of over 13.5 million and got our brand in front of new audiences

  • Engaged with the media – We saw a total PR value of over USD 2 million in the first six months from the launch. Strong coverage results were achieved through dedicated features, product placements, and interviews secured with tier-A beauty and fashion and luxury titles (both English and Arabic) such as MOJEH Magazine, Vogue Arabia, Harper’s Bazaar Arabia, ELLE Arabia, Emirates Woman, Gheir, GRAZIA Middle East, Hia Magazine, Kul Al Usra, L’Officiel Arabia, and Sayidaty to name a few

  • Brand reputation – Our brand messaging was positive and accurate due to 100% key message penetration in our coverage

  • Event Attendees – A total of 59 media and influencer guests