Boss Ma Vie Fragrance Launch Fragrance Sampling | 5 Weekends | UK Shopping Centres

01

The brief

Hugo Boss wanted a high-impact launch for its Ma Vie fragrance: more visibility, more sales and a premium presence in high footfall shopping centres across the UK.

The answer was a five-weekend brand experience in key shopping centres nationwide, chosen to put the scent in front of a wide mix of shoppers, with every stand and every conversation matching the elegance of the Hugo Boss brand.

03

Team and briefing

We managed the campaign from staffing to logistics. Our product sampling and promotional staff were briefed with bespoke packs that combined Hugo Boss brand information with our own sampling know-how, so every team member could talk about the fragrance and the brand with confidence.

06

Why it works

One partner handled the stands, the staff, the stock and the reporting, so the brand experience looked and ran the same at every shopping centre across all five weekends. Staff feedback captured on the reporting platform was there to analyse and act on as the campaign went on.

04

How it ran

• Route: each weekend followed the same simple route from first spray to purchase.
• Sampling: the fragrance sprayed on blotters and offered to passing shoppers, inviting them to try the scent.
• Directing: shoppers pointed to nearby retailers to buy.
• Stock: sample distribution coordinated and stock levels kept up with demand.
• Reporting: a web-based platform captured key distribution data and staff feedback for analysis and improvement through the campaign.

05

Results

Sampling weekends turned trial into sales in nearby stores: many retailers reported running out of stock during the sampling weekends.