A new communication strategy that brought together the emotions of the young and the experience and trust of generations.
SCOPE OF WORK
JFenzi is a well-established brand in the perfume industry, known for quality and accessibility. For years it was associated with classic, elegant communication and a loyal circle of customers. The market changed, though – new generations of consumers (Alpha and Gen Z) brought a completely different language, a different way of buying and a different attitude to brands. JFenzi needed a new strategy that would let it speak to different audiences in one voice – authentic, modern and full of emotion.
Developing a coherent marketing and communication strategy
Building a shared language for audiences across generations
Refreshing the brand image on social media
The aim of the new strategy was coherent communication across generations – building a bridge between very different audiences: from teenagers looking for their own style, through young women who value aesthetics and quality, to loyal customers who choose a fragrance out of habit and trust, and men looking for gifts for the people closest to them.
The new communication strategy opened the door to the next step – building an online store. The e-commerce launch was planned as a two-stage storytelling campaign.
Teaser phase: short, light videos with the line “Something fragrant is coming soon…”, building tension and curiosity.
Launch phase: the message “Smell like you – now without leaving home” and “JFenzi – closer than ever”.
The campaign built emotion around the premiere and drove traffic straight to the store. Thanks to work with micro-influencers and a consistent message across channels, the brand saw high engagement and organic reach growth in a short space of time.
Our goal was to design the JFenzi strategy so that every communication channel speaks the same language, but at its own rhythm.
This is where the young audience lives. Here the brand started speaking their language – spontaneous, simple, with humour. Instead of polished ads, authentic material built on trends and formats like GRWM, Dupe Talk and Haul. Micro-influencers took centre stage, showing that a JFenzi fragrance is there for everyday moments – mornings, meet-ups, dates.
This is the channel where the brand found its visual identity. Instead of catalogue shots – photographs in natural light, soft colours, moodboards inspired by emotion. It is communication that builds a feminine aesthetic – subtle, modern, with a sense of taste.
For loyal customers, Facebook remained a place for dialogue and shared history. What counts here is trust and credibility. Educational content, fragrance memories, storytelling about how perfume accompanies women through life – all in an elegant, calm tone.
All the channels were brought together into one coherent visual ecosystem called Modern Elegance Soft – light backgrounds, pastel colours, natural light and delicate typography. A fresh image, but not overdone. Modern, yet rooted in the brand’s tradition.
The new communication strategy opened the door to the next step – building an online store. The e-commerce launch was planned as a two-stage storytelling campaign.
The campaign built emotion around the premiere and drove traffic straight to the store. Thanks to work with micro-influencers and a consistent message across channels, the brand saw high engagement and organic reach growth in a short space of time.
Agnieszka Lewocka
General Manager, JFenzi Perfume
