Henry Rose
Creative production that performs.
Since its launch, Henry Rose has stood apart for its uncompromising commitment to clean, transparent fragrance formulations — a mission driven from day one and 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.
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 creative vision, Henry Rose reframed how we showcase Michelle with purpose to elevate the full brand mission.
Henry Rose does not want to be known as a celebrity fragrance brand. 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.
The result 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.
