The Alchemist Atelier — Brand Launch

The Alchemist Atelier combined Puig’s expertise in fragrance with BSH’s technology capabilities to create a new consumer proposition: making personalised perfume creation accessible from home.

I led the brand and communications strategy for the launch, helping to establish awareness and credibility for a completely new category. The approach combined digital and physical experiences, including opening a space in Paris where consumers could experiment with the technology and participate in perfume workshops.

The launch was supported by Social Media, PR, influencer collaborations, paid media and content. The PR strategy secured coverage in international media including Vogue, WWD, Elle, Madame Figaro and La Vanguardia. Influencer collaborations introduced the concept through different cultural lenses, from technology and perfumery to lifestyle.