Woman in a black slip smiling on the edge of an unmade bed, spraying a red perfume bottle at her neck

A night fragrance sold through film, sampling at closing time and windows lit until 2 a.m.

Case study · 06 / 06
Campaign · Film · Retail

After Hours.

+22%sell-through in launch stores

Maison IlseFragrance · 2023

12 weeksUK, France

06All case studies

Client: Maison Ilse
Sector: Fragrance
Markets: UK, France
Channels: Campaign · Film · Retail
Timeline: 12 weeks

Maison Ilse made a fragrance for the end of the night. We launched it when every other perfume counter was closed.

The challenge

Bought at 2 p.m., worn at 2 a.m.

After Hours was made for late evenings, but fragrance is bought at department store counters in daylight, in crowds, from testers. Ilse's distribution was small, and a launch film alone would not get the scent onto skin.

A couple stopping at a perfume boutique window lit late at night on a wet cobbled street — Twelve boutique windows stayed lit until 2 a.m. for the launch month.

The idea

Open after hours.

We took the launch to closing time: a short film set between last orders and the night bus, sample vials handed over by bartenders in 40 late bars, and boutique windows lit until 2 a.m. with the scent at the door.

A woman in a black evening coat laughing at a night bus stop in the rain — Campaign still between last orders and the night bus, and a sample handed over at the bar.

A bartender passing a small sample vial across a dark bar counter — Campaign still between last orders and the night bus, and a sample handed over at the bar.

What we made

A launch planned around one hour of the day, from the film to the media schedule.

A three-minute launch film
Late-bar sampling in 40 venues
Window scheme lit until 2 a.m.
Print in two weekend magazines
Paid social after 22:00 only

Launch month

+22%Sell-through in launch stores

180kSamples handed over

1 in 6Samples became a sale

They found the hour our customer actually wears the scent, and they sold it there.”

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