As a young Maison, Initio Parfums Privés had developed a unique approach to fragrance, rooted in the emotional power of scent. The challenge was to transform this vision into a stronger brand territory and create deeper connections with its audience.
Like fragrance, music has the power to move us without words, creating memories and emotional connections.
From this intuition came The Initio Mixtape : an activation where each fragrance collection finds its own musical expression.
To bring this vision to life, we partnered with Kid Francescoli, whose warm and atmospheric universe naturally resonated with Initio’s sensorial approach.
Together, we created five original tracks inspired by the Maison’s iconic fragrance collections, with five artists from Kid Francescoli’s creative circle — Dan Whitlam, Krystal Bick, Ray Angry, Diane Sagnier and Kazy Lambist.
To amplify, we developed the full visual identity of the mixtape: five single covers, the album artwork, and behind-the-scenes photography and video capsules capturing the recording sessions.
In order to engage with Initio’s community of insiders - curious, hedonistic and always seeking unexpected experiences - we created a limited-edition of vinyl that we sent to press and key opinion leaders.
Results
— More than 500,000 cumulative Spotify streams (including more than 260,000 streams for the track "No Holding Back.)
— Featured in several high-visibility Spotify playlists (new releases, popular tracks, featured in… -> Find the playlist)
— A dedicated double-page feature in Madame Figaro
— New cultural touchpoints with engaged international audiences
At Exhibition, we believe culture is more than a communication channel. It is a way for brands to express who they are, build affinity and create meaningful relationships with their communities.