The project

Aromaverse is a fragrance brand bringing generations of manufacturing expertise to the consumer market. Its initial offering introduced a more interactive approach to perfumery through DIY perfume-making kits, allowing customers to explore fragrance creation and develop their own personal scents.

As the business prepared to enter the U.S. market, it needed a brand and commercial strategy that could communicate the value of an unfamiliar product experience while establishing a broader position in the fragrance category, with room for future expansion into ready-to-wear scents.

Working in partnership with Alice & Albert, I helped shape the brand’s positioning, product strategy, and go-to-market foundations, ensuring its initial offering and long-term ambitions were reflected in the decisions guiding its launch.

The challenge

Building a brand around more than its first product

Aromaverse’s initial product introduced a different way for consumers to engage with fragrance. While traditional perfume brands sell finished scents, Aromaverse invited customers into the creation process.

That distinction created an opportunity to stand out, but it also required a clear explanation of the product experience and its value.

At the same time, the brand needed an identity and positioning that wouldn’t limit it to DIY fragrance kits. With plans to eventually introduce ready-to-wear perfumes, the strategy had to establish a broader point of view that could connect different products under one recognizable brand.

This informed decisions around positioning, messaging, product architecture, pricing, and how Aromaverse would present itself to the U.S. market.

The approach

Positioning the brand for the U.S. market

Working as part of the Alice & Albert team, I helped shape the strategic direction for Aromaverse’s U.S. market entry, with a focus on making the product concept accessible and commercially compelling to its intended audience.

Brand positioning and messaging

We developed a positioning direction centered on the creative and personal nature of the fragrance-making experience.

This informed how the brand communicated its value, introduced the product concept, and connected the experience of creating a fragrance to the customer’s motivations.

Product and commercial strategy

The work extended into pricing, product architecture, and the overall customer experience.

These decisions helped establish how the product would be presented, how its value would be communicated, and how the brand could compete within the U.S. fragrance market.

Go-to-market and e-commerce strategy

We developed the foundations for introducing Aromaverse through direct-to-consumer and social commerce channels, connecting its positioning to the website experience, product education, and launch communications.

The initial launch was intentionally limited in scope, allowing the business to begin reaching customers, generating sales, and learning from purchasing behavior before committing to larger-scale marketing investment.

The results

Early commercial traction from a controlled launch

Following the development of its brand strategy and go-to-market foundations, Aromaverse entered the U.S. market through a quiet launch, with limited inventory and a focus on direct-to-consumer and social commerce.

Without paid advertising or a major promotional campaign, the brand generated over $25,000 in gross sales within its first 90 days, while achieving a website conversion rate above 3%. These early results provided encouraging evidence of customer interest in the at-home fragrance-making concept and gave the business valuable purchasing data to inform its next stage of growth.

The launch also established a starting point for evaluating customer behavior and identifying opportunities for future inventory planning, customer acquisition, and marketing investment.

Completed in partnership with Alice & Albert.

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