Launching a debut fragrance presented a unique challenge for Cirque du Soleil. Unlike traditional beauty brands, the fragrance needed to communicate an emotional story rooted in nostalgia, performance, and imagination — not just scent notes.
The brand needed to stand out in an oversaturated fragrance market dominated by GRWM (Get Ready With Me) videos and standard product reviews. Additionally, the campaign had to appeal to multiple audiences across the US and Canada while performing efficiently from a paid media perspective.
From a production standpoint, content needed to feel organic and creator-led while still aligning with Cirque du Soleil’s strong visual identity. The challenge was to balance brand storytelling with platform-native execution, all while delivering measurable results that justified paid amplification and influencer investment.

Sundae Creative developed a 360° influencer marketing strategy that blended organic seeding with paid creator partnerships across multiple niches. Rather than relying solely on fragrance influencers, the strategy expanded into fashion, baking, and lifestyle creators to bring the fragrance’s story to life in unexpected ways.
Creators were encouraged to interpret the scent through their own lens — fashion influencers styled outfits inspired by the bottle design, while baking and cooking creators recreated nostalgic notes like cotton candy, buttery popcorn, and vanilla bean. This cross-category approach allowed the campaign to feel imaginative, playful, and aligned with Cirque du Soleil’s theatrical DNA.
As an integrated influencer marketing agency, Sundae Creative also supported content amplification through paid social, ensuring top-performing videos reached broader audiences on TikTok and Instagram. The result was a campaign that felt artistic and creator-first, while still delivering strong efficiency and scale across platforms.