With Irrésistible Nectar, Givenchy's sweetest, most syrupy fragrance, the Maison set out to renew desire around an existing fragrance franchise.
At a time when 95% of purchasing decisions are driven by emotion, it is no longer enough to simply show a fragrance. It must be felt. The product must become a true sensory experience.
Our idea: create a dialogue between two worlds where pleasure reigns supreme - high perfumery and French haute-pâtisserie.
In collaboration with pastry chef François Daubinet, the fragrance's notes are brought to life through a series of sweet pastry creations.
At the heart of the campaign, a hero film features two heroines competing as much for the fragrance as for the pastries. An unapologetic indulgence. A playful, free-spirited
femininity. So Parisienne!
The universe extends through a series of sensorial still lifes and BTS shots of the scene, establishing a distinctive brand territory across every touchpoint.
The campaign is completed by a series of BTS capsules highlighting the pastry chef, his craft and the making of each creation.
Rather than simply bringing together two worlds, we brought together three collaborators who don't usually create side by side: the brand, the agency and a pastry chef.
Every piece evolved through sketches, material explorations, moulds and technical experimentation. Instead of fighting the constraints of the ingredients and the craft, we embraced them as creative opportunities—resulting in a campaign where authenticity was shaped by the making process itself.
The result: 2× the average engagement rate and 2× the average number of likes on Givenchy Beauty's social channels.
