Victoria Beckham Beauty - 21:50 Rêverie Fragrance Launch
By sharing a deeply personal story through scent, the campaign creates an intimate connection with consumers, inviting them to experience a pivotal moment from Victoria Beckham's life.
The campaign features a pop-up installation in New York's Chelsea Market Passage on the High Line, offering an immersive sensory experience that reflects the fragrance's inspiration.
The fragrance appeals to individuals seeking sophisticated, unisex scents with rich narratives, particularly fans of Victoria Beckham and those interested in luxury beauty products.
TARGET AUDIENCE
About the
Campaign -
By sharing a deeply personal story through scent, the campaign creates an intimate connection with consumers, inviting them to experience a pivotal moment from Victoria Beckham's life.
Core Theme of the Campaign -
1. Inspiration: The fragrance is inspired by a 2001 trip to Java, Indonesia, where Victoria experienced a transformative evening surrounded by tea lights in rice fields.
2. Scent Profile: "21:50 Rêverie" features notes of tobacco leaf, plum, vanilla, tonka bean, and cedarwood, offering a rich and earthy aroma.
3. Launch Event: A pop-up installation in New York's High Line provided visitors with an immersive experience, including audio narratives and olfactory explorations.
4. Visual Campaign: Photographed by Steven Klein, the campaign imagery reflects the fragrance's sensual and transformative essence.
5. Product Design: The bottle's deep green hue was meticulously chosen by Victoria, matching the color of her own bathroom walls.
6. Availability: The fragrance is available in 50ml and 100ml sizes, priced at $200 and $290 respectively.
7. Personal Touch: Victoria describes the fragrance as capturing a profound moment of change, transporting her back to an otherworldly night in Java.
8. Brand Philosophy: The campaign emphasizes clean beauty standards, with the fragrance being cruelty-free, vegan, and free from common allergens.