Henry Rose — Landing Page Testing for Growth

Since its launch, Henry Rose has stood apart for its uncompromising commitment to clean, transparent fragrance formulations — a mission rooted in founder Michelle Pfeiffer's personal journey. The goal was cracking open the "black box" of the fragrance industry. For over ten years, Michelle was told, "it can't be done," yet she refused to compromise her vision. With unwavering perseverance, she eventually found the right partner in International Flavors & Fragrances (IFF). Henry Rose launched in 2019 as the first collection of genderless fine fragrances with an unprecedented 100% ingredient transparency.

To bring this story to life for a cohesive paid media experience, we leveraged a film-style montage video featuring Michelle's own photographs and voiceover. This asset connected to a custom Fermat funnel (landing page), breaking down the history of the Henry Rose brand in a longer form. The result was an emotionally resonant paid campaign flow that drove real conversions.

The challenge was elevating the brand's values and its commitment to clean fragrances while making the message relatable and accessible, moving beyond a celebrity-founded story and guiding shoppers immediately to purchase.

Launched as a Meta conversion asset in September by Good Moose, the Michelle brand video ad connected to the Fermat landing page outperformed the site average conversion rate and supported an improvement in Meta campaign CPAs. By integrating Michelle into the product storytelling in a more intimate and intentional way, Henry Rose forged a deeper emotional connection with consumers.