While the premium perfume market shows sustained momentum - with prestige sales up 12% in 2024 according to Circana - brands are stepping up initiatives to capture attention.

This is the case for Maison Margiela Fragrances, who have chosen to partner with the Parisian creative agency SPOA Studio to produce their campaign highlighting the brand's two latest creations: Celestial Whispers and Ideal One. Here, there is no star spokesperson or romantic storytelling; the studio has chosen to highlight the creative process behind each creation.

We thus discover that Celestial Whispers was imagined by the perfumer Daniela Andrier. Guided by a celestial smoke accord and notes of iris, myrrh, vanilla, and cedarwood, the fragrance was conceived as a protective and mysterious aura. Meanwhile, Ideal One, crafted by Christophe Raynaud, plays on soothing sensuality. Its "Skin Fusion Accord" reinvents the warmth of the skin, underscored by notes of bergamot, orange blossom, lavender, and a woody base blending oud, gaiac, and musk.

To unveil these universes, SPOA Studio has designed and produced two immersive films conceived as genuine sensory experiences. Light play, abstract textures, poetic movements: each content visually translates the perfumers' inspiration while respecting the house's minimalist aesthetic. Proposed in short formats, these films are deployed on the brand's digital platforms to anchor the collection in a contemporary narrative.

Beyond communication, this campaign is part of a differentiation strategy. In a market where olfactory competition is intense, Maison Margiela chooses to transform the product presentation into an immersive experience, placing emotion and imagination at the heart of its discourse.

Link to the article: https://www.journalduluxe.fr/fr/beaute/maison-margiela-fragrances-coulisses-creation-lancement-replica-fantasies