For the UK launch of Playboy Fragrance Shimmers, CO-ANU developed an influencer-led campaign designed to drive mass awareness, product discovery and traffic to Superdrug and Boots.
Creator storytelling and visual product demonstrations brought the shimmer effect to life, while paid media amplified content directly from influencer channels to extend reach and drive retail traffic.
The launch delivered immediate commercial impact, with Playboy Fragrance Shimmers selling out within the first weeks of launch.
OVERVIEW
Playboy Fragrances brings a bold, playful and expressive attitude to scent, creating fragrance experiences designed to feel current, accessible and culturally relevant. With launches such as the Fragrance Shimmer collection, the brand continues to explore new ways of making fragrance feel more experiential, social and connected to how younger consumers discover and engage with beauty today.
A product made to be seen and shared
The visual nature of the Shimmers created a natural opportunity for social-first storytelling. Creators demonstrated the product in action, helping audiences understand its unique benefits while making the launch feel entertaining, accessible and culturally relevant.
CO-ANU combined organic creator content with data-led paid amplification, scaling high-performing assets and turning social discovery into retail action.
INSIGHTS
INFLUENCERS
6
IMPRESSIONS
4.2M
TOTAL REACH
1.9M
TOTAL REACH
8.9M
From social discovery to rapid retail sell-through.
The campaign combined creator influence, compelling product demonstrations and paid media to move audiences from awareness through to purchase.
With Shimmers selling out within the first weeks of launch, the campaign demonstrated the power of pairing authentic creator storytelling with performance-driven paid amplification.
PERFORMANCE
