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Grande consommation

Event Marketing and Brand Content: A Winning Strategy

Challenge

Objectives

Solutions

Aptar, manufacturer of dispensing systems for the fragrance, cosmetics, food and home care industries, turned to Oxygen PR to shift the way clients perceive the brand. The challenge: moving from the status of an industrial manufacturer to that of an experience creator. As a partner of the Grand Musée du Parfum inauguration, Aptar challenged us to turn this occasion into a communication moment showcasing its new positioning.

Turning a formal event into a powerful brand activation, designed to express Aptar’s new identity as an experience creator in a sensitive and innovative way.

Inspired by the richness and uniqueness of gestures associated with the art of wearing perfume, Oxygen PR designed an ambitious editorial project: the Codex of Gestures. The idea? To create a new language around these intimate, often invisible motions by naming and cataloguing them. A poetic and creative way to embody Aptar’s sensory expertise.

The agency successfully generated strong and immediate media resonance.

Plan

  • Artistic Capture of Gestures

    Oxygen collaborated with a photographer and two choreographers to observe and showcase the guests’ gestures as they applied perfume during the evening.

  • Creation of a New Vocabulary

    Following the inventory of observed gestures, we created neologisms to name them, each accompanied by original and offbeat definitions.

  • Creation of a Digital Codex

    We then created a dedicated Tumblr to showcase the content, combining images and texts to highlight Aptar’s sensory universe.

  • Deployment in English

    Following the success of this brand activation, the Aptar teams decided to translate the Codex into English in order to extend its reach internationally.

  • Targeted PR activation

    The campaign was rolled out across both trade and mainstream media, generating extensive press coverage in France and internationally.

  • Internal recognition

    Within Aptar, the Codex was reused as a communication tool during sales meetings, training materials, and internal communications.

Key Results

An ambitious editorial project serving the sensory experience

  • 500 Luxury professionals reached
  • 10k views
  • 61% Bounce rate on the site