A night fragrance sold through film, sampling at closing time and windows lit until 2 a.m.
After Hours
.
+22%
Sell-through in launch stores
Maison Ilse
Fragrance
· 2023
Client
Maison Ilse
Sector
Fragrance
Markets
UK, France
Channels
Campaign · Film · Retail
Timeline
12 weeks
Maison Ilse made a fragrance for the end of the night. We launched it when every other perfume counter was closed.
The challenge
Bought at 2 p.m., worn at 2 a.m.
After Hours was made for late evenings, but fragrance is bought at department store counters in daylight, in crowds, from testers. Ilse's distribution was small, and a launch film alone would not get the scent onto skin.
Twelve boutique windows stayed lit until 2 a.m. for the launch month.
The idea
Open after hours.
We took the launch to closing time: a short film set between last orders and the night bus, sample vials handed over by bartenders in 40 late bars, and boutique windows lit until 2 a.m. with the scent at the door.
Campaign still between last orders and the night bus, and a sample handed over at the bar.
What we made
A launch planned around one hour of the day, from the film to the media schedule.
A three-minute launch film
Late-bar sampling in 40 venues
Window scheme lit until 2 a.m.
Print in two weekend magazines
Paid social after 22:00 only
Launch month
+22%
Sell-through in launch stores
180k
Samples handed over
1 in 6
Samples became a sale
“They found the hour our customer actually wears the scent, and they sold it there.”
