Scented Roadtrip: Launching an Eco-Responsible Fragrance with 60 European Influencers
WMH Project designed an immersive roadtrip on the French Riviera to launch a premium floral fragrance for a perfumery house. Sixty fashion and beauty influencers from six European countries lived a sensory experience in 100% electric vehicles, generating over 165 million cumulative impressions.
Why choose a roadtrip to launch a fragrance?
The roadtrip format turns a product launch into a continuous, shareable story. Instead of a static evening, guests move across several experience venues, multiplying content moments and narrative angles. WMH Project gathered 60 fashion, beauty and lifestyle influencers from six European countries (France, Italy, Spain, Portugal, UK, Netherlands) around a sensory thread dedicated to a winter flower.
What made the experience immersive?
The journey immersed participants in the flower's world, from field to bottle. The itinerary included a sunrise harvest, a botanical villa visit and a fine perfumery workshop revealing extraction processes. A second stage, in an iconic architectural venue, offered a spectacular floral takeover and three workshops — a meeting with the perfumer, an introduction to Japanese floral art and a ceramics discovery — followed by a floral lunch.
How do you guarantee an eco-responsible event?
Environmental impact was controlled at every step. Transfers used 100% electric vehicles, signage was made from natural foliage rather than printed materials, and catering was entirely vegetarian. This consistency strengthens the credibility of the brand message rather than reducing it to a mere promise.
What were the influence and media results?
Organic event content generated 164 posts, 16.8 million impressions, 3.1 million reach and €285K in EMV. The paid influence campaign reached 56.2 million impressions and €1.8M in EMV. A social co-production with 9 talents totaled 45 million reach and €1.7M in EMV. Several fashion and beauty press titles covered the operation.
Which audiences suit this kind of operation?
The setup relied on a select circle of creators chosen for their engaged communities, including macro and top influencers with 300,000 to 1 million followers. The goal: reach a demanding audience sensitive to craftsmanship, authenticity and exceptional scents.
Designed and produced by WMH Project — We Make It Happen.
FAQ
How many influencers took part in the roadtrip?
Sixty fashion, beauty and lifestyle influencers from six European countries: France, Italy, Spain, Portugal, the UK and the Netherlands.
How did the event limit its environmental impact?
Transfers in 100% electric vehicles, signage made from natural foliage and fully vegetarian catering.
What influence results did the operation generate?
Organic content reached 16.8M impressions and €285K in EMV, the paid campaign 56.2M impressions and €1.8M in EMV, with fashion and beauty press coverage.