Scaling Fragrance Brands with Precision in the US Hispanic Market
Challenge
PyD, the U.S. distributor of fragrance brands such as Tous and Halloween, needed to maximize a limited marketing budget to drive awareness and growth among Hispanic beauty consumers through an integrated paid media and influencer strategy.
Strategic Solution
Recommended a launch-focused media flighting strategy over always-on, concentrating budget into two seasonal windows tied to fragrance shopping moments.
Built distinct consumer personas and matching creator rosters for each fragrance launch.
Structured influencer spend across three tiers (Fragrance Insiders, Style & Identity Curators, Fragrance Experts), balancing authenticity, aspiration, and credibility.
Concentrated geo-targeting on Miami, Hialeah, and Houston to align spend with the highest-density Hispanic beauty audiences.
Paired paid social with geo-targeted Google PMax and Maps ads to drive in-store traffic around key events.
Our Results
+1.4M
people reached in Miami and Houston
+651
store visits from geo-localized Mother’s Day campaigns
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