Repositioning a Luxury Brand with Scalable Social Storytelling.

Ralph Lauren Fragrances aimed to grow its Facebook presence beyond simple likes, targeting meaningful engagement and brand storytelling on a global scale. The objective was to evolve the page from a transactional product feed into a rich editorial destination that brought the entire fragrance portfolio to life.

A global editorial strategy was developed in collaboration with L’Oréal and Ralph Lauren teams, integrating brand campaigns, user-generated content (UGC), and dynamic visuals to boost shareability and deepen fan connection. The approach prioritized cross-market relevance while maintaining a unified brand voice.

Key Campaigns

• Big Pony Collection: Use of cinemagraphs and shareable GIFs to showcase each fragrance’s distinct personality.

• Your Life in Color: A worldwide UGC campaign inviting consumers to express their scent preferences paired with vibrant visual identities.

• Polo Red Launch: The introduction of the Red Race Challenge, an interactive Facebook game designed to increase product discovery and engagement.

The transformation resulted in significant growth in Facebook followers and heightened engagement across multiple priority regions. Shareability increased notably, driving organic reach beyond traditional paid efforts. The platform became a key brand asset supporting both legacy fragrances and new product launches.

This content-driven, globally coordinated effort repositioned Ralph Lauren Fragrances as a leader in social storytelling within the beauty category, setting a benchmark for how luxury fragrance brands can leverage social media for authentic, sustained consumer connection.