Clarins required a global influencer and editorial programme in celebration of the revival of the iconic Angel fragrance by Thierry Mugler. A strategy with powerful storytelling to tease, launch and amplify the campaign with digital influencers and the brand ambassador, Georgia May Jagger, was also a part of my task.

After exploring the Angel muse and her territories, I concepted four programmes: Angel Tribes, Angel Candy, Beware of Angels and Angel Addiction. I put pen-to-paper and drafted the storytelling of each programme to amplify the Angel muse character, exploring sensory journeys, a celestial universe and a multi-faceted muse. Hundreds of top tier, mid tier and low tier influencers were outreached and provided with a PR kit including my narratives to help them shape challenges and content for the global campaign.

Her first taste is sensational.

 
A drop of honey. A kiss of vanilla. It’s a flavour full of magic. One bite into Angel, and Candy is locked in sweetness.
 
Indulging in her essence, she travels on a delightful sensory journey. Every spritz and every bite sparks a memory. Remembered in this moment.
 
And now…
 
Her last taste is a new memoir. 

I helped to outreach over 500 influencers, with many 'super influencers' publishing blog posts and social media posts with their contribution to the programme, alongside the influx of new followers. The editorial content I created, amplified the re-launch to the wider community, alongside interviews and social posts I scripted with Georgia May Jagger herself.