Lifestyle
Maison Lumière
Repositioning a heritage home fragrance brand for a younger, global audience.
Client: Maison Lumière2024
The Challenge
A 20-year-old home fragrance brand was perceived as traditional and losing relevance with millennial and Gen-Z consumers seeking aspirational lifestyle products.
The Strategy
We reimagined the brand narrative around "quiet luxury" and executed a content-first campaign featuring editorial photography, micro-influencer seeding, and a pop-up sensory experience in Lahore's Gulberg district.
"They understood our heritage and made it feel utterly contemporary."
Results
Brand awareness among 25–35 demographics increased by 68%, DTC sales grew 3x, and the pop-up generated 200+ earned social posts from attendees.
0%
Awareness Lift
0x
DTC Sales Growth
0+
Earned Social Posts
DawnSomething HauteDestinations