PERFUMER H — FRAGRANCE
For a luxury fragrance house, where a blunt discount feels wrong and most brands just email a code and hope.
Black Friday matters, but a luxury fragrance house can't shout about discounts. The challenge was to make the most of the moment and get the message out without risking any cheapening of the brand — and to make every pound of ad spend work hard, rather than blasting a code to the whole list and hoping.
A loop between email and social ads. Black Friday emails went out, tailored by country and language. Anyone who opened one was quietly grouped together — a signal of real intent — with recent buyers removed, then matched to their Facebook and Instagram and shown the same simple offer. As people bought, they dropped out, and the next email refreshed the group. The emails found the interest, the ads closed it, and the spend only ever followed people who had already shown they cared.
Email found the interest; the ads closed it. Spend only ever followed people who'd already shown they cared.
Black Friday emails went out with growing specificity — by country and language — across the run.
Anyone who opened was put into a segment that signals real intent, with recent buyers (last 72 hours) removed.
The segment syncs live to Meta and is audience-matched — a 72% match rate, well above average.
Those people see the same simple, direct offer on Facebook and Instagram — around 6.4 times each, the sweet spot.
As people buy, they drop out of the segment. The next email refreshes it, and the loop runs again.
Project milestones are presented on a relative timeline for privacy.
Online sales up 253%, orders up 242%, and email opens up 160% — all year on year.
of email openers matched to their Meta accounts — well above average
times each person saw the ad — right in the 5–7 sweet spot
Christophe Michel, Perfumer H
If you've got a sale or a season to make the most of, get in touch.
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