We may be on the West Coast in the US, but one look at this launch has us craving a proper European summer vacation -- which means that Australian fragrance brand Who Is Elijah is totally doing its job. And well.
The fragrance category is certainly the poetry of the beauty industry, but perhaps it has the biggest challenge of them all when it comes to swaying a consumer to actually press "Add to Cart."
Because fragrance is all about scent, right?
And we can't exactly smell a fragrance through our computer screens.
While all beauty is highly personal, fragrance is an expensive space where consumers are often more intentional with how they spend.
Positioned as "a bold and mischievous celebration of the vibrancy of life," Cherry Fiesta retails at $175.00 USD for 100ml and comes in three additional size options (four total): 50ml, 10ml, and 5ml.
Which means that the Who Is Elijah audience has the power of choice before committing for the long-term. Testers and sampler kits are essential.
Staying true to its tagline "Brightly Bold and Deliciously Sweet," the fragrance is described as "vibrant and unique, playful yet sophisticated."
Cherry Fiesta brings together fresh elements such as mandarin and pear with white florals and sweet cherry for "a lusciously exotic match that’s both breath-taking and unifying."
Who Is Elijah utilizes the power of storytelling to set the stage for Cherry Fiesta:
As the sun sets and the music intensifies, awaken your mischievous side and leave a deliciously stained impression. CHERRY FIESTA reminds us to let go and live in the moment, because tables were made for dancing on, and life was made for living.
Key Notes:
First Impression - Mandarin, Pear, Anise
The Heart - White Florals, Cherry
The Sillage - Vanilla, Benzoin, Green Patchouli
As the brand took its new launch to market this summer, we got a full mix of media to unpack. From sultry video heavy on the summer vibes to minimalistic bright red graphics displaying nothing but the tagline, we're loving Who Is Elijah's approach.
Fragrance marketing can get cringe fast, but this rollout feels cool and aspirational, while still being approachable enough that we could actually envision ourselves spritzing on Cherry Fiesta during a chic beachy vaca.
While we haven't gotten our hands on this yet, we're certainly intrigued.
What are your thoughts, besties?
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