Product Launches

Samantha led the growth strategy for Aesop’s fragrance category by increasing both awareness and market share. She led the launch of Othertopias, Aesop’s new fragrance collection, through a blend of digital and brand marketing that combined seamless online storytelling with real-world experiences.

Key initiatives included a paid social sampling campaign, a robust digital rollout, a targeted CRM strategy, curated product seeding, and an immersive launch event with leading press and key opinion leaders, all designed to drive engagement and elevate the category's profile.