SOMA: EDP Fragrance Launch

NPD Launch · Creative Direction · Content & Social · Creator

SOMA Personal Care brings “luxury where you'd least expect it” to major grocery and retail, like Coles, Woolworths and Kmart.

As Social, PR & Partnerships Lead and sole in-house communications specialist, I built SOMA's social identity and led the launch of its EDP fragrances.

I shaped the shoot's creative direction for SOMA social, created every organic and paid asset first-hand, oversaw press material creation as the primary PR agency contact, and built the launch's creator programme from brief to giftbox.

Strategic brand partnerships delivered record engagement for the brand.