Launch creative for Khloé Kardashian’s fragrance line: XO Blue, Almost Always and XO Khloé. Seen by an audience of roughly 231 million, and built to survive the trip from a phone screen to a retail shelf.
A visual language that survives the shelf.
Product display, social content and campaign imagery across three fragrance launches, building one consistent visual language that could carry from a phone screen to a retail shelf without losing anything on the way.
Celebrity fragrance is unusually unforgiving. The audience arrives already knowing the name, so the creative cannot coast on recognition. It has to make an invisible product feel like a place worth being.
Three scents, three environments, one grammar: the bottle held in its own ingredients, lit to match its fragrance family, always shot nine-by-sixteen because that is where the audience actually is. The notes below are the real formulations, and they are what every set was built from.
“Vacation in a bottle.”
Amber Solar
Sun on skin, warm ocean air, crystal water. The imagery had to hold that without ever tipping into holiday-brochure blue.
“Born from the sunlight.”
Floral Amber Woody
Luminous and petally over a warm base. Lit at dusk rather than noon, so the iridescent glass does the work the lavender does in the scent.
“An unforgettable fragrance made with love.”
Floral Woody
The warmest of the three, and the one with a gourmand streak. Praline and peach in the heart are why the set is lit low and gold rather than bright.
Our work had to hold its own next to this.
The launches were fronted by Khloé herself in campaign films shot at full production scale. That set the ceiling, and everything we made had to survive being seen in the same feed, on the same day, by the same audience.
It is the constraint that shaped every decision on this project: the product imagery could not read as the cheaper cousin of the campaign. Same grade, same restraint, same regard for the bottle.
Not our work. The two films below are Khloé Kardashian Fragrances’ own brand campaign, shown here purely as the context our content had to live alongside. AndMelo did not produce them.
