Byredo
Specialising in fragrance, skincare, and leather goods, Byredo is a European luxury brand established in Stockholm in 2006 by Ben Gorham, built around a unique ambition to translate memories and emotions into tangible products. Each product encapsulates a specific mood or memory, reflected in the minimalistic design and evocative names. Despite global success and celebrity endorsement, Byredo remains true to its mission of creating quality products that evoke emotions.
A fusion of art and technology aimed to capture the BYREDO perfume's essence.
Not Studio collaborated with Byredo as part of the promotional strategy for the brand’s recent fragrance launch, "Lil Fleur,". Their partnership aimed to create an engaging and unique part of the marketing campaign to drive user interaction and product awareness.
To make this possible, we were asked to develop an augmented reality (AR) filter for Facebook and Instagram; a digital tool that has gained immense popularity in social media advertising.
The AR filter concept was based on a series of specially commissioned illustrations, all representing different aspects and tones of the "Lil Fleur" fragrance. This unique blend of art and technology was intended to encapsulate the essence of the perfume and the diverse emotions it evokes.
The highlight of this digital experience was a roulette-style animation. When users activated the filter, the animation spun through various 'moods', each corresponding to the different aspects of the "Lil Fleur" fragrance. When it stopped, it would select and display the user’s "Lil Fleur mood," further personalising the user's interaction with the product.
Additionally, the AR filter was designed to capture the user's interaction in a film format. This enabled users to post or share their individual "Lil Fleur mood" experience on their social media platforms. This feature not only encouraged user engagement but also facilitated organic user-generated content, boosting the visibility and reach of the brand's latest fragrance.
Photography by Craig McDean.
BYREDO
“I feel that perfume often tries to capture one idea or one emotion; Lil Fleur is about capturing a complex personality, one we can all recognise. As a brother to a sister and a father to a daughter, in my experience it does not get more beautiful and interesting than the personalities of a young spirit.”
Ben Gorham
Creative Director and Founder, Byredo.
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