Byredo Parfums

This line of 11 unisex scents quickly became one of the best-selling fragrance brands in the history of Barneys New York, wrapped around the charisma of its founder Ben Gorham, a Swedish ex-basketball star.  Gorham engaged Robertet’s Jerome Epinette and Olivia Giacobetti to channel his sense memories of childhood travels in India, Italy and elsewhere.  Place PR was agency of record for Byredo Parfums’ first 3 years and included PR strategy and execution around co-branded product with Acne and M/M (Paris).

STRATEGY

Since the Byredo Parfums brand was wrapped around Ben Gorham’s personal vision, all editorial pitches focused on creator profiles leading into product coverage.   Exclusives were offered in men’s and women’s print and digital media, including fashion and tastemaker profiles in order to drive brand awareness.

RESULTS

Extensive and consistent feature coverage on Ben Gorham and Byredo Parfums product in most every top men’s and women’s book and website including fashion coverage for Acne co-brand and design coverage for M/M (Paris) co-brand.   After 4 years of double-digit sales the brand was sold to Manzanita Capital Ltd.