Penhaligon's
OVERVIEW
Penhaligon's is a British luxury perfume brand established in 1870, renowned for its long history, royal warrants, and distinctive fragrance designs. The founder, William Henry Penhaligon, was originally a barber who later became the official barber and perfumer to Queen Victoria. He opened his first perfume shop on Jermyn Street in London. His first fragrance, "Hammam Bouquet," was launched in 1872, inspired by the scents of a Turkish bath. Blending lavender, rose, and sandalwood, it evoked an exotic Oriental atmosphere and was highly favored by the aristocracy of the time.
WHAT Did we do
Gremlin Works supported Penhaligon's in localizing its digital marketing and advertising efforts for the Taiwan market. By leveraging in-depth market insights and data analysis, we redefined the brand’s local tone of voice and content style to strengthen its connection with target audiences. The marketing strategy included social media management, localized ad creatives, KOL collaborations, seasonal campaign planning, and integrated promotions with e-commerce platforms. Through storytelling and interactive content, we enhanced brand visibility and emotional resonance within the premium fragrance segment—successfully deepening Penhaligon’s presence in the minds of Taiwanese luxury fragrance consumers.
WHAT CHANGES DID WE MAKE
Localized Tone & Visual Identity
Reinterpreting Penhaligon’s British charm and signature wit to suit the cultural context and aesthetic preferences of Taiwanese consumers, we crafted localized copy, visuals, and social content to enhance brand relatability and appeal.
Social Media Strategy & Management
We implemented a year-round social media calendar aligned with Penhaligon’s product focus and Taiwan’s local shopping rhythms (e.g., Valentine’s Day, Mid-Autumn Festival, Double 11). By managing Instagram and Facebook, we strengthened brand storytelling and boosted user engagement.
Ad Placement & Data Optimization
We executed platform-specific ad campaigns tailored for Taiwan’s premium fragrance market, continually optimizing based on performance metrics. From creative testing to audience targeting, every step was data-driven—maximizing reach, ROI, and customer relevance.
Influencer Collaborations & Brand Advocacy
Matched fragrance and lifestyle KOLs aligned with the brand’s tone to create unboxing and experiential content—boosting word-of-mouth and expanding brand reach.
E-commerce & Retail Integration
Coordinating with department store events (e.g., anniversary sales) for cross-channel promotion. Collaborating with official e-commerce platforms to launch exclusive campaigns and boost conversions.
THE CHALLENGES
Social followers grew steadily, increasing by over 25% in just three months.
Average engagement rate on branded posts rose by 2.4×.
Ad campaigns achieved over 300% ROAS, with several creatives hitting conversion goals within 7 days—earning consistent praise from the brand.
Fragrance lines such as the “Portraits” collection and holiday gift sets achieved over 90% sell-through during campaign periods.
The campaign successfully built a loyal fan base and expanded Penhaligon’s reach within Taiwan’s premium fragrance and gifting markets.
