Adobe Firefly, Adobe Photoshop, Canva, Midjourney
Branding
Campaign
Digital
Strategy
Le Labo’s "anti-marketing" ethos is legendary... But how do you keep that underground soul alive for a generation that’s seen it all? When mass-market scents are everywhere, luxury has to offer something different: a hand-crafted community connection.
This 20th-anniversary campaign that stops selling the product and starts sharing the history. We’re taking it back to the Elizabeth Street Garden in Nolita, an urban oasis of Wabi-sabi beauty just steps from where Le Labo began. By bridging site-specific storytelling with community advocacy, we transformed a fragrance launch into a shared community memory.
Team:
Cynthia Xiang, Competitor Analysis and Long-Term Impact
Dian Jiao, Budget and Timeline
Kelly Martinez, Business Objectives, Content Strategy
Stephanie Liu, Art Direction, Copy, Market Research, Target Audience