Myanmar · Brand & Creative Communications
Unilever: Comfort Luxury Perfume Launch
Unilever was introducing Comfort Luxury Perfume, a fabric conditioner, into a Myanmar category where existing products offered a similar experience. Ruder Finn Era launched it through an influencer and media event where an expert perfumer taught guests to blend their own fragrances from the product's ingredients. The launch earned more than USD 45,000 in PR value.
The challenge
Fabric conditioner is not a new category in Myanmar, and Unilever's new luxury perfume variant of Comfort functionally offered a similar experience and proposition to the conditioners already on shelves. The question for the launch was how to make an everyday FMCG product feel special and different, and how to get media and influencers to write about a fabric softener with the enthusiasm they normally reserve for beauty and fashion.
Our solution
Ruder Finn Era's insight was to launch the fragrance rather than the fabric softener. The team leaned into people's passion for real perfume and brought KOLs and media together in an experiential event built as a journey into the art of perfumery.
An expert perfumer put scent alchemy into the guests' own hands: they mixed their own perfumes from the ingredients used in the fabric conditioner and took their creations home. Guests left with a personal story to tell about the product's scent, and the coverage followed.
The results
The event drew more than 70 media titles and generated more than USD 45,000 in PR value for a product launch in a mature category.
- Client
- Unilever
- Market
- Myanmar
- Practice
- Brand & Creative Communications
- Services
- Integrated Brand and Creative, Influencer and KOL Marketing
- Sector
- FMCG
- Engagement
- Project
