In an unprecedented fusion of luxury and cultural storytelling, British perfume house Penhaligon's partnered with global social agency Komodo to unveil their latest fragrance, AlUla.
Drawing inspiration from the ancient Arabian incense routes, the campaign transported 30 influencers from eight countries to the mesmerizing landscapes of AlUla, Saudi Arabia—a UNESCO World Heritage Site.
This immersive experience not only celebrated the rich heritage of the region but also showcased the transformative power of influencer-led marketing in the luxury sector.
We caught up with Joe Ellyatt, co-founder of Komodo, to learn more.
What was the brief?
One of the most exciting briefs the agency has responded to is the launch of Penhaligon’s fragrance, AlUla, part of its premium Trade Routes Collection, which the Komodo team supported via an ambitious influencer trip to the fragrance’s namesake AlUla, a UNESCO world heritage site, in Saudi Arabia.
What was even more exciting about the brief was that this high profile global launch was built with influencer serving as the lead activity. It was an opportunity to show how influencer marketing can deliver an impactful, holistic campaign with strategic impact.
What was the process behind ideating the concept?
The trip was carefully crafted to tell the story of the fragrance and get under the skin of perfumer Fanny Bal and her journey creating AlUla.
Knowing that authenticity and strong storytelling would be key to success, it was essential that Fanny joined the group of thirty influencers on location in Saudi Arabia - the choice of location was non-negotiable.
With Fanny involved, participants in the trip were able to experience the elements of geography, history, tradition and the core ingredients/notes that form part of the “spice routes” story which fired Fanny’s imagination and led to the development of AlUla.
Ensuring that the cultures and traditions associated with the evocative place that gives the fragrance its name, were baked into the trip and its activities. Komodo elevated the influencer experience into an educational, immersive desert experience with deep meaning.
What was the production process like?
The logistics involved in taking a group of 30 influencers to a country that is relatively off the beaten track for this kind of activation is not to be underestimated. Transport, visas, respecting culture and customs to name just a few.
Another important consideration was how to select a range of influencers to appeal to a range of markets, given the global nature of the launch. The list was predominantly curated by Penhaligon’s and covered the UK, Australia, UAE, Lebanon, France, Spain and Qatar. Including local Saudi influencers was a good way to guarantee authenticity and cultural relevance.
Ensuring the thirty-strong group would work well together and that all activities were inclusive and would land equally positively with everyone was a key part of the advance due diligence.
What was the biggest challenge during production? How did you overcome it?
We knew that impeccable planning was essential to a smooth running trip. With this in mind, Komodo and Penhaligon’s collaborated closely with the Royal Commission for AlUla (RCU) and the Saudi Tourism Board to ensure that consultation with local experts was built into the planning and execution of the trip.
What’s the main message of this project and why does it matter?
It was important for the influencer marketing campaign to communicate a luxury message that would translate both globally and locally. While the influencers themselves played a major role in making this happen, the cinematic quality, pre-planned documentary-style, educational content from Komodo that ran alongside influencer output provided a context and perspective, and set the tone for the DNA of the campaign overall.
How long did it take from inception to delivery?
This activation was six months in the making. The destination was clear from the outset, but bringing the concept to life required meticulous planning and careful curation. Every element from securing the right partners to ensuring a seamless blend of luxury, heritage, and storytelling had to be thoughtfully aligned with Penhaligon’s brand identity.
The challenge lay in pulling together the right components to create an experience that felt both immersive and effortlessly premium. This meant working closely with Habitas Hotel and the RCU Commission, ensuring that the setting and structure of the activation complemented the story of the fragrance.
Can you describe the creative spark or inspiration behind the initial concept? Was there a specific moment or insight that ignited the idea?
Marketing today rightfully aims to prioritise genuine story telling. That is not something that is necessarily associated with influencer marketing, but Komodo knew they wanted to show that the discipline has the power to tell rich stories that capture hearts and minds.
In this campaign, there is an extravagance that is in keeping with a luxury brand - amazing locations, hot air balloon rides, beautiful objects. While all of this forms part of the accepted visual lexicon of influencer marketing in the luxury category, in this campaign it has a deeper significance, reflecting the authentic story of AlUla, the fragrance, and how it came to be.
Can you discuss any collaborative or interdisciplinary aspects of the ideation process, such as working with other departments or external partners?
Because of potential issues around working in a territory like Saudi, it was important to work with authoritative partners on the ground.
The trip consulted and worked with the RCU royal commission (the cultural body representing the incredible world heritage site of AlUla) and with the Saudi Tourism Board.
The region was only recently opened up to international visitors in 2019 and these partnerships were essential in order to align the activation with local values and preserve the region's heritage/create an authentic, culturally sensitive initiative.
- Activities were centred around AlUla's key cultural sites, blending the location's natural landscape with the fragrance’s story in a way that felt respectful and meaningful to the region's heritage.
- Also a key storytelling element was Penhaligon's collaboration with the School of Traditional Arts in AlUla, supported by The King’s Foundation, to create bespoke incense holders. This creative partnership honoured one of the oldest ingredients in perfumery, connecting deeply with AlUla’s heritage and traditions.
What role did consumer research or market analysis play in shaping the concept and its execution?
Navigating a range of cultures and cultural sensitivities to avoid accusations of cultural appropriation is a key aspect of this campaign. A huge amount of groundwork took place to identify the final cohort of thirty creators/influencers to take part in the trip.
They needed to be able to work together, communicate with their audiences authentically, and be sensitive to the culture and traditions of AlUla, the place. All of this while delivering Penhaligon’s luxury messaging. The research involved in ensuring all of these elements came together successfully was a considerable undertaking.
What do you hope it achieves for the brand?
We believe that this groundbreaking campaign from Komodo positions Penhaligon’s as a brand that bravely entrusted one of its key global launches with an influencer first approach, thereby positioning it as an industry trailblazer.
Komodo’s strong talent management capabilities and an understanding of global cultures ensured the right influencers were chosen to drive strong engagement via hyper-personal, hyper-local observations and interpretations of the brand story.
All of this laddered up to deliver a global campaign that we believe resonated with target audiences far better than a one size fits all global message traditionally associated with more conventional advertising approaches.
Credit list for the work?
Brand: Penhaligon’s
Agency & Production: Komodo
Project Lead: Lara Ballard
Production Lead: Harry Fishwick
Other Contributors: Habitas Hotel, RCU Commission
Perfumer: Fanny Bal
