As part of the launch of Irresistible Nude Velvet, Givenchy challenged us to reinforce product visibility and consolidate its positioning within the beauty universe through a contemporary and aspirational approach. The objective was to translate the fragrance’s core codes, naturalness, femininity and modernity, into an activation capable of generating relevant content and connecting with a like-minded audience. In a category where differentiation is increasingly driven by experience, the key lay in building a coherent narrative that seamlessly integrated product, aesthetics and environment, elevating the launch beyond a conventional activation.

Fabra Comunicación developed a 360° strategy combining press, influencer marketing and experience. At its core, we conceptualised a gathering at Acid Café, transforming the space into a Givenchy universe through a carefully curated aesthetic intervention, featuring bespoke elements and an atmosphere aligned with the campaign’s look & feel. The guest list brought together over 30 profiles, including influencers and content creators selected for their affinity with the brand’s values and their ability to influence, with talents such as Teresa Bass, Aina Simón, Agostina Goñi, Adrián Carrera and Mariana Díaz Moliner, among others. This activation was amplified through a paid content strategy involving macro and mid-tier influencers across Instagram and TikTok, alongside organic seeding with micro-influencers and fragrance-focused profiles. In parallel, a press strategy was deployed through tailored press releases and proactive outreach to key journalists.

The campaign generated strong and sustained impact, positioning the launch within a high-value media and digital ecosystem. From a press perspective, it secured coverage across leading lifestyle and beauty publications, reinforcing Givenchy’s visibility within a key editorial environment and achieving a PR Value exceeding €115,000. At the same time, the social media activation generated dozens of pieces of content across Instagram and TikTok through strategic profiles, reaching a PR Value of over €170,000. This dual editorial and social impact amplified the launch and strengthened its positioning within a relevant digital landscape, contributing to the creation of brand awareness, desirability and a genuine connection with the audience.