Media Planning: Chloé L'Eau
In a team of six marketing strategists, I led the development of a full-funnel media planning strategy for Chloé L’eau, aimed at expanding the brand's reach, deepening digital engagement, and positioning the fragrance as a modern icon for a new generation of women.
A Fragrance Without a Signature Moment Residence
Despite its elegant identity and beautiful composition, Chloé L’eau was facing a visibility plateau in a saturated luxury fragrance market. With consumer attention splintered across platforms and brand loyalty harder to secure, our challenge was not only to meet ambitious business goals, such as growing e-commerce sales by 2% and increasing U.S. brand awareness to 70%, but also to reinvigorate the product’s emotional resonance. We asked: How do we make Chloé L’eau more than a perfume? How do we make it a lifestyle symbol for modern women?
Meet the Chloé Woman
We centered our campaign around a clearly defined persona: a 28-year-old marketing manager in New York City who lives for vintage shopping, a balanced lifestyle, and curated, aesthetic experiences. Inspired by her affinity for brands like Diptyque and Longchamp, we positioned Chloé L’eau as the signature scent for women who crave elegance with an edge. This fragrance fits seamlessly into both power lunches and weekend picnics in Central Park. Our creative direction emphasized authenticity, softness, and wild femininity, reflecting the duality of our target consumer. The goal was not to sell a scent, but to evoke a feeling: effortless confidence, a sense of self, and the romance of daily life.
A Multi-Sensory Ecosystem
To bring our vision to life, we designed a media mix that blends heritage with innovation, grounded in both reach and resonance. Our $1.2M media plan included luxury print ads in Vogue and Vanity Fair to preserve Chloé's aspirational DNA, while pivoting aggressively into high-engagement digital channels. Social media: powered by UGC, influencer partnerships, and Instagram story content, captured our audience where they live and shop. Hashtag campaigns like #YourFavoriteOOTDForLeau added a participatory layer that reinforced brand identity while inviting co-creation.
Experiential tactics included a branded spring brunch at Ladurée SoHo and exclusive staycations at The Four Seasons, immersing media tastemakers and KOLs in a lifestyle that embodied the fragrance. For acquisition, our SEM strategy was laser-focused: from keyword mapping and on-page SEO to technical enhancements, we built a funnel that drove traffic from search engines to Sephora, Bloomingdale’s, and Macy’s. We amplified seasonal moments like Mother's Day through emotion-driven OOH campaigns located in high-traffic shopping districts, blending storytelling and retail urgency to prompt immediate action.
