Tapping into co-creation and immersive experiences, niche international perfume brand Byredo’s new fragrance launch is unnamed – encouraging consumers to explore their own memories and senses to create their own title.
Celebrating the brand’s 10th anniversary, Byredo’s Unnamed Perfume is described as having “No Name. No Direction. Just an immaculate label: the promise of a story to write as your own”. The fragrance features a blank label and is accompanied by a pack of black lettering stickers in the brand’s signature minimalist font.
The consumer is encouraged to create their own social media campaign online where they can flaunt their chosen name, add a digital background image, describe the story behind the moniker, and share online using their Instagram handle.
The brand’s ethos is based on founder Ben Gorham’s past, and translating specific memories into scents. With this unprecedented branding direction, Gorham now hands over the baton to the consumer, enabling them to dictate their own memories.
By opening up branding development, Byredo also marries two bankable retail trends: personalisation and immersive experiences. Allowing consumers to play with the perfume’s branding is risky, but it builds engagement and establishes a covetable emotional connection. Equally, these social media campaigns could further inspire Byredo products as the brand considers popular names and interesting memories shared by its fans.
Similar crowdsourced strategies are proving successful in beauty. See Urban Decay’s New Fan-Led Palette, Volition Beauty, Crowdsource Your Beauty and Nars’ Playful Customisation Palette. For more on co-creation, see Future of the Store: Experimentation & Co-Creation.