To introduce the fragrance, we partnered with influencers across Instagram and TikTok, carefully selected to reach diverse, highly engaged audiences aligned with the brand. Content was layered across three expert pillars fragrance, beauty and fashion bringing R.E.M. Cherry Eclipse to life through scent reviews, GRWM moments, makeup and fragrance layering, and date-night styling. Each creator adapted the brief to their own aesthetic. Driving conversion was key to the strategy. Trackable links directed audiences to key retail partners including Boots, Superdrug, The Perfume Shop and The Fragrance Shop. To extend reach and support the consumer journey from awareness to conversion, all content was amplified through paid media.

Alongside influencer activity, we delivered elevated always-on gifting to press and influencers, supported by targeted pitching. This secured high-impact coverage with a total circulation of over 44 million.

We ran strong in-store & digital campaigns which were supported by a strong Out of Home TFL campaign across London underground, digital sampling campaign (25,000 vials) and driving traffic through gift-with-purchase incentives.