Drive awareness, trial, education, and social engagement around the brand’s first fragrance launch in France.
An immersive journey through scent, memory, and emotion; an IRL interpretation of the Rare Memories campaign. Each space transformed visuals into a tangible guest experience that amplified Rare’s message of self-love and authenticity.
Design a sensorial experience that felt intimate, cinematic, and true to Rare Beauty’s emotional core. The brand needed an environment that could translate the warmth and vulnerability of Selena Gomez’s campaign world into a live, shareable moment that still felt deeply personal. This meant finding the right balance between spectacle and softness, ensuring every touchpoint invited guests not just to observe, but to take part in the narrative. We were challenged to ensure that each interaction; from scent discovery to social capture, carried the same emotional resonance as the campaign itself, creating a moment guests would remember long after they left.
Set within Maison Lafayette, the evening unfolded as a lived extension of the campaign. We brought the perfume’s narrative to life through spatial storytelling, interactive hero moments, and fragrance-forward details that deepened emotional connection at every turn. The experience blended campaign-inspired elements with tactile discovery: from bespoke cocktails built around the scent profile to a Glambot moment that centered guests as protagonists in the story. Each environment was crafted to exaggerate the sensory world of the fragrance and make guests feel part of it. By intertwining emotion, interactivity, and cinematic cues, the event transformed fragrance exploration into an immersive journey that strengthened affinity with the brand and the new Eau de Parfum.
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