Supporting the project management team from the producer’s side for the creation of the first-ever community-created perfume in collaboration with German YouTube celebrity Shirin David. My involvement ranged from concept inception to strategy creation, focusing on product / website / press copy, launch plan and coordinating with press Germany‘s biggest drugstore chain dm-Drogeriemarkt.
Making use of the patented ‘The Scentist‘ algorithm, Shirin invited her 3M+ followers to participate in a short questionnaire, inquiring about personal preferences (food, drinks, hobbies, etc.) that then determined the main components of the perfume “Shirin David – Created by the Community”.
The perfumes were introduced to the market in the first week of April in over 2,200 stores across Germany and Austria. Over half of the units produced were sold within the first month of store introduction and all 145.000 delivered units have sold out completely by the end of July. The social media campaign reached over 10 million contacts and continues to spark the media‘s and the consumer‘s interest.
Project management, product: Guido Schmitt, Maja Schmitt
Project management, artist: BWM Communications, Deborah Salamon
Graphic direction: 7ate9 Agency, Nina Kanani & Kathi Sandmann
Photography: Felix Rachor & team
Motion pictures: David Zuschlag & team