Abel
- Public Relations
- Creative Direction
- Event Management
No longer taken by the inauthentic feel of synthetic fragrances and aware of their toxicity to ourselves and the environment, Frances Shoemack was on the hunt for a sophisticated, luxurious natural perfume. Since launching her 100% natural fragrance label, Abel, in Amsterdam in 2013, Someday Studios has been working closely with Frances since Abel’s 2021 New Zealand homecoming.
Event imagery by Jono Parker
With a broader range of consumers seeking synthetic free fragrances, Abel saw a need to design a nuanced scent for the discerning individual. In a bid to continue to challenge perceptions around 100% natural fragrance, Abel launched Black Anise - a darker, moodier and smokier fragrance than many would typically associate with the botanical reputation of a natural perfumery.
In order to command attention from a new wave of customers, Abel required a launch strategy that had the power to resonate with a design-led, edgy consumer. In launching this richly complex and ultra cool fragrance, Someday Studio's strategy was to ring fence the rebels. Those who challenge societal norms through their creative ventures as artists, designers, musicians, chefs and the like.
One of those rebels was the Boxer/Pasture Founder and Head Chef, Ed Verner - known for his ability to take natural ingredients and develop bold and unexpected dishes and distillates. To celebrate the Black Anise product launch, we worked with Ed to design a distillate that embodied the new fragrance, and hosted an intimate dinner at his cocktail lounge, Boxer, with a curated list of leading creatives.
Alongside robust PR outreach, and a strategic gifting – the Black Anise launch generated a groundswell of talkability among a totally new customer segment and continues to challenge the perceptions of 100% natural fragrance.
