Maison Margiela Fragrances
— When the rain stops
UZIK, the leading social media agency for L'Oréal Luxe owned Maison Margiela Fragrances, has taken charge of the brand's storytelling and visual identity since its launch in 2017. In 2022, UZIK developed a social media campaign to introduce the new fragrance "When The Rain Stops", effectively aligning it with the brand's global communication concept centered around memories. The eau de toilette Replica When the Rain Stops evokes the joyful sensation of the sun shining after the rain.
Michelle Li, Sharl and Andrew Georgiades were invited to a creative workshop with a perfumer who walked them through his creative process, designed to awaken memories. In the midst of nature, this event was set up to engage the senses and provide the perfect backdrop for the product's origin story. During the weekend, influencers were fully immersed in the wild and had the opportunity to reconnect with the environment that inspired When The Rain Stops. Exploring the scenic outdoors and taking in the sights and smells of nature, the influencers captured content that celebrated the universally cherished experience, creating memories that they could share with their followers.
Michelle
Embracing Chinese heritage, Michelle Li is a fashion editor & stylist from Indiana. Proudly shaping creativity with humor, discipline, and inclusivity.
1.
Autumn's woody hues, blurred roses in the foreground, and Michelle's wind-swept pale pink hair encapsulate the essence of this in-between moment.
2.
After the rain, Michelle takes us on a blissful outside walk through luminous roses and green grass hills.
3.
Michelle gracefully showcases the Maison Margiela Fragrances replica bottle, her brown raincoat flowing in a fluid and unrestrained motion right after the rain.
Sharl
Renowned French TikTok star and model with 1.6M+ followers. Infusing humor into viral content. Stylish, charming, creative influencer known for dances and modeling.
4.
This portrait photographs captures Sharl wearing a beige coat, standing amidst a backdrop of pine tree branches.
5.
In the video, Sharl is immersed in a book when the sound of rain ceases, prompting him to go outside. He embarks on a delightful walk through a wet pine forest, where the sun's rays create a mesmerizing interplay of light and shadow to give us a feel of this earthy scent mix.
Andrew
Multifaceted creative into film, music, fashion. A fitness enthusiast balancing between a healthy lifestyle and a modeling career.
6.
Andrew spots a vibrant rainbow reflected on the pages of his book, a sign that the rain has ceased. Donning his yellow jacket, he sets off for a picturesque tour by the river, embracing the beauty of the post-rain ambiance.
7.
This portraits of Andrew by the river with his yellow rain jacket as a main graphic detail not only immerses the viewer in a watery feeling but also resonates with the aquatic accord and scent of the fragrance he carries.
Outcomes
30K
INSTAGRAM TOTAL GENERATED LIKES
500
INSTAGRAM TOTAL GENERATED COMMENTS
700K
INSTAGRAM TOTAL GENERATED IMPRESSIONS
5%
INSTAGRAM AVERAGE ENGAGEMENT RATE
Team
Shaeron Astrou
Project manager
Manon Barbier
Project manager
Lou Carrière
Project manager — Traffic coordinator
Jean du Sartel
Director
Jordan Gnago
Partnerships
Clémentine Gravis
Group manager
Diane le Borgne
Project manager
Daphné Lejeune
Photographer
Manon Seimandi
Art director
Jean–Baptiste Sinniger
Creative director
