Parfums
de Marly
How do you capture the essence of a bond that never fades—through nothing but scent?
THE SITUATION
This wasn’t just a project—it was my capstone, the final challenge of my college years 🎓. And what better topic than dating?
Let’s be real—dating apps are everywhere. There’s an app for casual hookups, an app for serious relationships, an app for niche communities… and people just download them all. The problem? Choice fatigue. With so many options, dating apps start to blend together, making it hard for any one platform to truly stand out.
Enter Hinge. Unlike swipe-heavy apps, Hinge is all about “Designed to be deleted”—but how can they get more people to see them as the go-to app for finding real love? That’s exactly what I set out to uncover.
THE CHALLENGE
The dating app market is oversaturated, so Hinge needed a game plan to rise above the noise 🔊. My mission? Develop a full-scale marketing strategy to position Hinge as the top dating app for people looking for something real ❤️.
THE SITUATION
Luxury perfume ads? You know the drill—sultry stares, slow-motion elegance, and an air of untouchable sophistication. It’s a formula that works, but Parfums de Marly isn’t about blending in. The brand built its legacy by embracing its rich French heritage, setting itself apart in an industry steeped in clichés.
Instead of just selling a scent, Parfums de Marly tells stories—stories woven through nostalgia, connection, and the deep emotional ties between scent and memory. This Father’s Day, the brand wanted to tap into something more meaningful: the unbreakable bond between parent and child, captured through fragrance.
THE CHALLENGE
Create a 20-second Father’s Day video for Parfums de Marly’s social channels—one that doesn’t just look beautiful but feels like something you never want to forget.
THE STRATEGIC APPROACH
We started with the 4C’s framework, diving into:
🔹 Culture – How Father’s Day is celebrated across generations
🔹 Category – The evolution of luxury gifting and what it means today
🔹 Consumer – The emotional role scent plays in memory and connection
🔹 Company – Parfums de Marly’s distinct brand DNA
Through this lens, we identified the perfect audience: partners of father figures—the ones handpicking gifts, seeking something timeless, and willing to invest in a fragrance that holds meaning.
Our emotional insight?
We may grow, we may change, but one thing remains: we never forget the scent of the ones we love.
From this, we crafted our strategy: Always Together, Never Apart. A reminder that scent isn’t just a fragrance—it’s a feeling, a memory, a presence that lingers even when someone isn’t there.
CREATIVE SOLUTIONS
We brought this to life with two poignant narratives, each exploring how scent transcends time and distance:
💙 The Beloved – A father’s presence brought back to life through scent
🌿 Garden of Memories – A fragrance that transports a family to a cherished moment
Beyond the video, we developed a buyer’s journey, mapping out key campaign touchpoints, crafting a content calendar, and designing social assets that extended the story across digital platforms.
The result? A Father’s Day campaign that didn’t just smell incredible—it felt unforgettable.