The Italian fashion brand Miu Miu equates the sensation conveyed by its new fragrance, called “Fleur de Lait”, with “the simple and pleasant pleasure of a creamy dessert with silky mango on a summer day“An ambitious impression that the firm has sought to evoke through social networks with innovative and experiential packaging designed to stand out in the creator economy,

Following the usual strategies of fashion and beauty brands, Miu Miu has sent its new perfume to selected influencers and creators globally so that they can share their impressions with their followers and respective communities. But in a channel that offers communication limitations for a category like fragrances, the unboxing action takes on a fundamental role to communicate all the characteristics of the product.

The firm has chosen to evoke the aroma of the fragrance by appealing to other senses also involved in the “Fleur de Lait” proposal. Thus, it has created sensory packaging inspired by the product and its qualities, among which, according to the brand, are joy, exquisiteness, ingenuity and floral and fruity allusions.

The solution has been to emulate an ice cream, creating an entire narrative around its mango and coconut notes and its refreshing and subtle character. In this sense, the packaging presented to influencers consists of a sky blue box that includes a supposed tub of ice cream, recreated with kinetic sand, as well as a serving spoon personalized with the brand logo.

The perfume bottle, as shown in the videos shared by the creators participating in the campaign, has been placed at the bottom of the tub, in such a way that the creators have had to “serve” all the ice cream to show it. All of this has been sent in a cooling bag, as if it were real ice cream.

The ice cream narrative has been amplified by influencers, who have turned the unboxing into a kind of product tasting. Miu Miu makes the packaging visually attractive, but also a sensory experience with implications for aroma and texture. By using kinetic sand, the brand enters the territory of ASMR content, a trend with thousands of followers on social networks.

With this action, Miu Miu expands its journey of innovation in PR. The brand was already the protagonist of the conversation in September of last year when it sent branded mini clip-on microphones to influencers in the Miutine launch packaging. Being an indispensable object for content creation and appearing organically, it made the brand visually inevitable.
On that occasion, Miu Miu worked with the merchandising and packaging design agency Twelve.

With “Fleur de Lait”. Miu Miu repeats the strategy by making the unboxing become something interactive, unexpected and, above all, “instagramable”. The brand has developed a particular approach understanding that public relations activations must go beyond simply shipping products and are increasingly committed to creating moments that creators want to record, share and remember.

The creative concept of the ice cream is aligned with the characteristics of the product, but it also strategically fits into the temporal context, with summer getting closer and closer, and with a general feeling among users around the desire, joy and fun associated with the summer season. In this sense, the design of the packaging and the experience goes beyond the functional and delves into the aspirational, almost transmitting a state of mind to which the brand wants to be linked.

Additionally, as part of the campaign, Miu Miu also installed a pop-up store shaped like an ice cream stand in The Grove shopping center in Los Angeles a few weeks ago. There he distributed mango ice cream and coconut water, as well as product samples and exclusive merchandising.

The action stands out for being strategically designed for the feeds of influencers on social networks, but also for being capable of “tearing down” the limitations of screens, generating sensations. The videos, some of them already viral, communicate the launch of a new product, and at the same time, capture the attention of users, awakening their desire to try the fragrance.