Henry Rose - Influencer Case Study - Beauty Brand - Good Moose

Since its launch, Henry Rose has stood apart for its uncompromising commitment to clean, transparent fragrance formulations. This is a mission that has driven the brand from day one, deeply rooted in founder Michelle Pfeiffer’s personal journey.The goal was cracking open the black box of the fragrance industry. "Fragrance" is often a catch-all term for thousands of underregulated and potentially harmful ingredients. Proprietary formulas sound romantic and intriguing, but the truth is, you have no idea what you're putting on your skin.For over ten years, Michelle was told, "it can't be done," yet, she refused to compromise her vision and high standards. With unwavering perseverance and passion, Michelle 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 social media and communicate brand ethos at scale, the team created a film-style montage featuring Michelle’s own photographs and voiceover: a fresh, nostalgic reflection on the challenges of motherhood and the desire to make safer, more intentional choices.Under CMO Blair Badge’s fresh creative vision, Henry Rose reframed how we showcase Michelle with purpose to elevate the full brand mission. Past video ads featuring Michelle Pfeiffer delivered standout conversion performance when distributed on paid media platforms, but they primarily celebrated the fragrances and scent profiles themselves.

Henry Rose does not want to be known as a celebrity fragrance brand. The challenge of this campaign 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.

The result of this new approach was an emotionally resonant video designed to anchor both paid and organic campaigns.Launched as a Meta conversion asset in September by Good Moose, the video outperformed expectations with a CTR 87.3% more efficient than all other ads in the campaign and a CPA 39.7% more efficient than goal.By integrating Michelle into the product storytelling in a more intimate and intentional way, Henry Rose forged a deeper emotional connection with consumers, strengthening both immediate performance and long-term brand growth.