Fenty Global Ghost Stores The sweet smell of a successful launch
Fenty Global Ghost Stores
Launching Fenty Eau Du Parfum - a scent no one had ever smelled before - exclusively online posed a unique challenge, but we had one thing on our side: the creator herself. Inspired by "Ghost Kitchens" (delivery-only services that don't require a physical address to operate), we created the first ever "Ghost Boutiques" and hid 5 of them around the world in locations central to Rihanna's life.
5 virtual stores, 5 days activation, 5 scent memories
Over 5 days we whipped the internet into a frenzy, posting drops from Fenty's official account that hinted at the existence of the Ghost Stores, stoking a global hunt. Once discovered, fans were taken on a multi-sensory journey through process of making the fragrance/scent. Throwing out the metaphors and flamboyance of traditional fragrance ads, we laid out her inspirations, collaborations and ambitions for all to see: in sensuous verse, and - in an exclusive, intimate moment - whispered mesmerizingly as audio logs.
Let your senses be your guide
The discovery of each Ghost Store stoked anticipation for the next. Over 5 days each one was plundered for stories and stock by fans, clearing out its limited edition bottles within an hour of its discovery. Each ghost store took our audience on a multi-sensory journey into Rihanna's process. Her words cascaded like fragments of lyrics as the viewer scrolled, while candlelight audio moments whispered the secrets behind the scent enchantingly into your ear.
Fans copped a bottle every 7 seconds.
Each Ghost Store sold out in under an hour, without anyone ever smelling it. The launch that broke all the rules also shattered expectations, becoming one of Kendo's most successful direct-to-consumer launches of all time.
Kendo’s most successful DTC launch EVER
The launch that broke all the rules also shattered expectations, becoming one of Kendo's most successful direct-to-consumer launches of all time.
SOLD OUT In under 60 minutes each day
1500+ Visits at a single time
1 bottle sold every 7 seconds.