Achieve discovery at scale. Shift from "laundry additive" to "fine fragrance house." Create the digital equivalent of walking past a fragrance counter.
02.
Educate on scent architecture. Teach top, middle, base. Build the literacy that drives discovery and brand loyalty.
03.
Connect trial to loyalty. Drive trial of the Luxe lines. Double household penetration. Win Subscribe & Save.
02 · what we noticed
Two things are colliding.
Gen Z is smellmaxxing — 83% wear fragrance three times a week.
Maison Francis Kurkdjian, DedCool, Bath & Body Works are entering laundry care.
But smell is the only sense Amazon's e-commerce can't deliver.
— yet.
03 · the territory
The secret your clothes keep.
— from the brief
04 · the big idea
Hear it. See it. Read it. Smell it.
hear·see·read·smell
One scent. Four senses. Built into every Amazon box.
05 · how it works
The journey, in six moves.
01.
An Amazon order arrives. Any order. The box has a printed strip with three numbered scratch panels and a QR code.
02.
She scans the QR. It opens a digital fragrance counter, hosted in Amazon's brand store.
03.
Four sensory questions — coming home, a bite, a fabric, a time of day. No demographics. No personality test.
04.
The match. "Anne, your scent is N.15. Scratch panel 02 on your box."
05.
She scratches. She smells. Then she steps into the synesthetic portrait — chord, sillage, poem, all in her scent's color.
06.
She orders. A bottle ships from Amazon, monogrammed. Subscribe & Save by default.
06 · the four senses, rendered
One scent. Four collaborations.
Hear
A three-voice chord per fragrance. Top note as a high register, middle as warm midrange, base as deep drone. Each note's volume rises and falls with its volatility curve.
See
Particle sillage with note-specific physics. Top notes rise and evaporate. Middle notes bloom. Base notes pool low, near a horizon of cloth.
Read
A three-stanza prose poem. One stanza per note, lit only when its note dominates. Editorial, intimate, never "fresh."
Smell
A numbered scratch panel on the Amazon box. The fifth note. The one no screen can deliver — and the one only Amazon's logistics can.
07 · the personal payoff
For Anne. N.15.
A cream-paper bottle label, edition-numbered, hand-set with her name. The tagline becomes the secret Anne keeps. Her signature scent, made hers.
Subscribe & Save is no longer transactional — it's emotional. A signature scent, recurring.
08 · why only amazon
This idea cannot exist anywhere else.
The box is the discovery surface. Only Amazon owns it.
Subscribe & Save is the conversion engine. Only Amazon does it at scale.
Every Amazon shopper is, suddenly, a fragrance counter visit.
09 · how we build it
Three tiers, each shippable on its own.
Tier 01
Digital fragrance counter.
Lives at the Amazon brand store. Eight weeks. No physical change. Proves the synesthetic loop on its own.
Tier 02
Regional pilot.
Physical scratch strips on a subset of Amazon boxes in one or two markets. Tests the full loop, scratch and all.
Tier 03
National rollout.
Monogrammed labels at scale, via P&G's existing direct-print infrastructure. Subscribe & Save lock-in.
10 · how we measure
Mirrors the brief's success framework.
Awareness
Branded search lift. New-to-brand reach. Fragrance House destination traffic.
Consideration
Time in experience. Quiz completion rate. Audio-on engagement. DPVR vs. category average.
Conversion
Order CTA clicks. Subscribe & Save uptake. ROAS. New-to-brand purchase rate.
11 · what we honored
Brief-aligned, line by line.
On-label usage only. No hacks. Every interaction maps to product.
Luxury with substance. Editorial restraint, paired with functional substance.
Amazon-native, not adapted from a TV cut.
Brand loyalty as the moat. Subscribe & Save as the destination.
