Branded Experience
Okay, so basically…
Le Labo, renowned for its artisanal approach to crafting high-end fragrances, is distinct in its emphasis on personalized, hand-blended scents and minimalist packaging.
However, it faces challenges in fitting into the traditional mold of luxury fragrance brands, which are often associated with opulence.
The t(ask)…
Create a branded experience that embodies the luxury of Le Labo.
The challenge…
Through a combination of social listening, interviewing, and internet scouring, we found that luxury fragrance brands advertise the way they do for a reason.
For most people, luxury is easily equated with indulgence and sumptuousness. (And it doesn’t help that most dictionaries support this definition @Merriam-Webster)
72%
of luxury perfume buyers expressed that their purchases were influenced by product quality
MRI Simmons
96%
of people associate the word luxury with “distinction” and “style”
Statista
95%
of people associate the word luxury with “elegance” and “sophistication”
Statista
Insight
Luxury is in the details
The careful attention to quality, craftsmanship, and distinctive features is what gives items their desirability. Every small detail adds to a feeling of exclusivity and sophistication, ultimately setting luxury apart from the ordinary.
It’s why Rolls-Royce extensively works to hand-finish their cars. It’s why Tiffany & Co. meticulously selects and grades their diamonds. And, it’s why Le Labo carefully hand-picks the base ingredients for many of their fragrances.
99%
of people associate the word luxury with “quality”
The opportunity…
As we delved deeper into our research we found that, even more so than opulence, luxury is often associated with quality.
Based on these findings, it became evident that Le Labo's distinctive focus on artisanally-oriented luxury presented a unique value that we could highlight and promote.
Strategy
The science behind luxury is a well-crafted formula.
Solution: The Lab
An annual, invite-only greenhouse experience, anchored on the themes of alchemy and divine science.
This exclusive event welcomes guests to wander the greenhouse grounds at night and gather flowers — which they can then use to create, and take home, personalized botanical perfume oils.
Invitations, in the style of tarot cards, to summon the top 1% of Le Labo customers to The Lab
The Lab exterior; around which guests can pick the flowers they will later turn into fragrance oils
The Lab exterior; around which guests can pick the flowers they will later turn into fragrance oils
The Lab interior, where guests press and transmute their flowers into personalized fragrances
The Lab's libation center, where guests can grab top shelf event-exclusive cocktails while they're exploring the event
The Lab's cocktail menu, which utilizes the Le Labo naming convention for each of its drinks -- the most dominant ingredient plus the total number of components.
Cocktail available on The Lab's libation menu
Event-exclusive coasters
An event-exclusive Spellbook filled with recipes for DIY salves and potions that guests can take home as a keepsake from the experience.
An event-exclusive Spellbook filled with recipes for DIY salves and potions that guests can take home as a keepsake from the experience.
An event-exclusive Spellbook filled with recipes for DIY salves and potions that guests can take home as a keepsake from the experience.
Event-exclusive black bottle for guests to take their handcrafted fragrances home.
Event-exclusive black bottle for guests to take their handcrafted fragrances home.
Social media around the event that gives curious onlookers and casual Le Labo enthusiasts a peek into the proceedings at the Lab, and encourages them to participate in the activation’s next iteration.
At every stage of The Lab's experience, we offer guests luxurious treatment in the traditional sense, all while immersing them in the artisanal concept of luxury that lies at the core of Le Labo.