#ismellbs
Boy Smells
Integrated Campaign
Influencer Marketing
Experiential Activation,
Specialty Product Packaging,
SMS Campaign
Challenge
With a distinctive identity built around genderful self-expression, Boy Smells offers an unconventional perspective on fragrance. However, limited physical retail availability presents a challenge for a category where firsthand sensory discovery plays such an important role.
The opportunity was to bring the brand beyond traditional retail, creating new ways for audiences to encounter, experience, and connect with its fragrances.
Insight
Fragrance is deeply personal, but finding the right scent often requires more than a description or a photograph.
For a brand that celebrates identity, attraction, and self-expression, I saw an opportunity to make the discovery process just as playful and unconventional as the fragrances themselves.
What if finding your signature scent felt more like finding your perfect match?
Concept
A multi-channel campaign concept that reimagines fragrance discovery as a playful, flirtatious encounter.
Centered around an interactive Scent Speed Dating pop-up during major fashion weeks, the campaign brings Boy Smells' cheeky personality into the physical world.
Influencer seeding, limited-edition packaging, and SMS engagement extend the idea across touchpoints designed to build anticipation, encourage discovery, and keep the conversation going beyond the initial encounter.
Personal Contributions:
Art Direction
Concept Development
Creative Strategy
PR Package Design
Experiential Design
Smells like an opportunity to go viral.
Problem
Boy Smells introduced a new “genderful” expectation to the world of fragrances. They stood out with breaking the fragrance binary by blending their masculine and feminine audience. The brand is physically present in only a few select retailers causing their once-cheeky edge to be less noticed by their community and lost among competitors.
Insight
If the brand isn't being noticed in the few spaces they are physically present, the consumer won't know to test the product. If the brand doesn't have buzz online, the consumer won't know to look for it.
Solution
We’re putting Boy Smells back on the map and right in front of an audience by generating buzz online and turning heads in-person by activating away from competitors. Allowing the brand to shine the way it always should.
Problem
Boy Smells introduced a new “genderful” expectation to the world of fragrances. They stood out with breaking the fragrance binary by blending their masculine and feminine audience. The brand is physically present in only a few select retailers causing their once-cheeky edge to be less noticed by their community and lost among competitors.
Insight
If the brand isn't being noticed in the few spaces they are physically present, the consumer won't know to test the product. If the brand doesn't have buzz online, the consumer won't know to look for it.
Solution
We’re putting Boy Smells back on the map and right in front of an audience by generating buzz online and turning heads in-person by activating away from competitors. Allowing the brand to shine the way it always should.
Problem
Boy Smells introduced a new “genderful” expectation to the world of fragrances. They stood out with breaking the fragrance binary by blending their masculine and feminine audience. The brand is physically present in only a few select retailers causing their once-cheeky edge to be less noticed by their community and lost among competitors.
Insight
If the brand isn't being noticed in the few spaces they are physically present, the consumer won't know to test the product. If the brand doesn't have buzz online, the consumer won't know to look for it.
Solution
We’re putting Boy Smells back on the map and right in front of an audience by generating buzz online and turning heads in-person by activating away from competitors. Allowing the brand to shine the way it always should.
Problem
Boy Smells introduced a new “genderful” expectation to the world of fragrances. They stood out with breaking the fragrance binary by blending their masculine and feminine audience. The brand is physically present in only a few select retailers causing their once-cheeky edge to be less noticed by their community and lost among competitors.
Insight
If the brand isn't being noticed in the few spaces they are physically present, the consumer won't know to test the product. If the brand doesn't have buzz online, the consumer won't know to look for it.
Solution
We’re putting Boy Smells back on the map and right in front of an audience by generating buzz online and turning heads in-person by activating away from competitors. Allowing the brand to shine the way it always should.
Problem
With a distinctive identity built around genderful self-expression, Boy Smells offers an unconventional perspective on fragrance. However, limited physical retail availability presents a challenge for a category where firsthand sensory discovery plays such an important role.
The opportunity was to bring the brand beyond traditional retail, creating new ways for audiences to encounter, experience, and connect with its fragrances.
Insight
Fragrance is deeply personal, but finding the right scent often requires more than a description or a photograph.
For a brand that celebrates identity, attraction, and self-expression, I saw an opportunity to make the discovery process just as playful and unconventional as the fragrances themselves.
What if finding your signature scent felt more like finding your perfect match?
Solution
A multi-channel campaign concept that reimagines fragrance discovery as a playful, flirtatious encounter.
Centered around an interactive Scent Speed Dating pop-up during major fashion weeks, the campaign brings Boy Smells' cheeky personality into the physical world.
Influencer seeding, limited-edition packaging, and SMS engagement extend the idea across touchpoints designed to build anticipation, encourage discovery, and keep the conversation going beyond the initial encounter.
Influencer Marketing
"Building the Buzz"
Featuring the Vanilla Era candle and fragrance alongside a custom vanilla-scented bath bomb, the PR package creates a playful, indulgent sensory experience designed to spark curiosity and social sharing.
After
Before
Product photos for PR box shot by Wisdom Warner, directed & edited in Adobe Photoshop by me
To build anticipation ahead of the activation, the campaign introduces an influencer seeding concept inspired by Boy Smells' seductive, fantasy-driven visual world.
Experiential
Activation
"Scent Speed Dating"
A deeply rooted belief of Boy Smells is that 'scent is a sacred and intimate part of your daily ritual, so it is important that the one you choose connected to all of you.
Inspired by the brand's fragrance discovery kit, Scent Speed Dating takes scent exploration off the shelf and into the streets during fashion week in New York, London, Milan, and Paris.
An oversized, interactive installation invites visitors to discover their fragrance match through a playful, hands-on experience. Combining scent discovery, sampling, and on-site purchasing, the activation offers an unconventional way to engage with Boy Smells beyond traditional retail.
Specialty
Packaging
New York Bottle
Paris Box
"A Little Something to Remember Us By"
Location-specific specialty packaging gives each fashion-week activation its own collectible expression.
Designed as an extension of the campaign, the limited-edition packaging transforms a fragrance purchase into a physical reminder of the experience, connecting Boy Smells to the city where the discovery began.
New York Bottle
Paris Box
We don't want the connection with this audience to lose any momentum- so by signing them up for our SMS messing at the activation they will be able to check out even more of the brand's personality and offerings through our text blasts.
SMS Interactions
Experience
Sign Up
Once signed up at the kiosk, the customer receives a welcome text followed by the code to unlock the scent lockers and instructions on how to enjoy the experience
Leaving the Activation
About an hour after they have finished their Scent Speed Dating journey, we send a follow up text with a call to action to follow the Boy Smells instagram
Follow Up
One week later we send a discount code for an online purchase from our website- this encourages our the consumer to not only try out another product, but see everything thats offered
Experience
Sign Up
Once signed up at the pop-up kiosk, the customer receives a welcome text followed by the code to unlock the scent lockers and instructions on how to enjoy the experience
The experience doesn't end when visitors leave the pop-up.
An integrated SMS journey connects the physical activation to continued digital engagement- from unlocking scent lockers to guiding fragrance discovery, encouraging social sharing, and offering follow-up purchase incentives.
Each interaction creates another opportunity to engage with Boy Smells' playful personality long after the initial encounter.
SMS Engagement
"Keep the Conversation Going"
Leaving the Activation
About an hour after they have finished their Scent Speed Dating journey, we send a follow up text with a call to action to follow the Boy Smells instagram
Follow Up
One week later we send a discount code as an incentive for an online purchase from our website- this encourages our the consumer to not only try out another product, but see everything thats offered
Programs I Used:
Adobe Photoshop
Adobe Lightroom
Adobe Dimension
Adobe Substance
#ismellbs
Boy Smells
