Social Media Marketing
Perfumery Brand
Fragrance
The brief
A fragrance catalogue is a hard thing to post about: the product photographs almost identically every time, and the difference between two bottles is a smell. The answer was to make the notes the subject. Every post names its ingredients and shows them, so a scrolling customer learns something rather than seeing the same bottle again.
The challenge
Fragrance is the hardest category to photograph. The product is a glass bottle, every bottle looks approximately like every other bottle, and the thing being sold cannot be photographed at all. A feed of bottle shots teaches a scrolling customer nothing and gets skipped. The second problem was volume. A catalogue this size needs a post per product without the feed turning into a repeating pattern, and it had to be produced at a pace the client could sustain rather than a one-off burst.
Our approach
One layout holds across the whole catalogue — name, bottle, six ingredient callouts, and the brand rule at the foot. The background changes colour with the scent, which is what makes the grid look varied while staying recognisably one account.
How we built it
52 finished posts, each artworked at 1:1 for the feed, with the ingredient photography and the bottle composited in-house.
The result
The client has a library of finished posts covering the range, built to a system rather than one at a time — each names its notes and shows the ingredients, so the feed reads as something to learn from rather than a shelf. New products drop into the same template, which is what keeps it going after the initial batch.
The work
Every piece we delivered
65 files, in the order the work happened.
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