Media Planning: Chloé Nomade
As the second phase of our comprehensive fragrance campaign for Chloé, my team and I developed an immersive, high-budget media strategy for Chloé Nomade. With a $9M allocation and a target audience of women aged 18 to 35, our mission was to transform Nomade into a bold, aspirational fragrance rooted in storytelling, freedom, and personal discovery.
A New Chapter in the Chloé Story
Following the Chloé L’eau campaign, we shifted focus to Nomade, a fragrance with a deeper sense of mystery and individuality. While L’eau centered on soft femininity and everyday elegance, Nomade called for a more daring, free-spirited approach. The challenge: to reach a younger, globally minded audience and position Nomade as a fragrance that evokes wanderlust, adventure, and confident sensuality. The brand needed to speak to women who saw perfume not just as a beauty product, but as an extension of their identity and story.
“Let Chloé Nomade Be Your Partner in Journey”
Our creative approach centered around the idea of escapism and empowerment. We crafted a campaign rooted in nature, movement, and self-expression, drawing inspiration from women who see the world as their playground. The brand tone was poetic and imaginative, inviting consumers to “indulge in the seductive secrets of Nomade” and embrace a life unbound by routine.
To amplify this concept, we partnered with Four Seasons Hotels to create immersive, luxury touch points: Nomade-inspired suites, custom welcome packages with personalized fragrance samples, and lobby displays that brought the scent to life. These real-world experiences were complemented by rich digital storytelling across social platforms, content collaborations with influencers, and user-generated campaigns that encouraged emotional connection and self-expression.
Bold Media for a Bold Scent
Our media mix was designed to balance brand storytelling with measurable performance across key channels:
Social Media (35%): We tapped into Instagram and YouTube, partnering with influencers. Through travel vlogs and lifestyle content, they introduced Nomade as their go-to fragrance, seamlessly linking personal narrative with product placement. A UGC campaign built around the hashtag #EscapeRoutineWithNomade encouraged followers to share their journeys, with top contributors rewarded through exclusive gifts and coupon codes.
Print (25%): Monthly double-page ads in Vogue showcased Nomade in wild, natural settings; often held by iconic, adventurous women. This channel gave the fragrance an aspirational platform while reinforcing its luxury identity among a high-end readership.
Hotel Partnerships (25%): At Four Seasons, we curated a deeply immersive experience, from branded rooms and in-lobby merchandising to personalized welcome gifts. These in-person activations positioned Nomade as part of a luxurious, nomadic lifestyle, making the fragrance a tactile part of travel and self-care.
Email Marketing (15%): We segmented lists from Sephora, Macy’s, and Bloomingdale’s, targeting frequent fragrance shoppers with personalized journeys, from awareness to post-purchase engagement. Send times were optimized for performance, and content was designed to drive repeat visits, amplify brand loyalty, and guide customers toward online or in-store conversion.
Direct Mail (as part of print): High-impact mailers were sent to Chloé’s most engaged audience segments. These included scented bookmarks, nature-inspired imagery, and exclusive discounts, blending physical storytelling with digital conversions through tracked URLs and codes.
Chloé Nomade's strategy successfully extended the fragrance’s narrative beyond traditional marketing. By combining emotional storytelling, luxury partnerships, and digital intimacy, we helped redefine what fragrance marketing could be, not just about scent, but about self. With KPIs focused on brand awareness, conversions, engagement, and revenue, our campaign delivered across both awareness and performance metrics.
This project showcased the power of immersive storytelling in luxury branding. Whether through influencer voice, experiential activations, or poetic copywriting, Nomade allowed us to craft a brand world that resonated deeply with our audience. As a marketing strategist focused on digital and emotional branding, I learned how to translate a product into an experience and an experience into lasting brand love.