• by Fern Siegel , December 6, 2024

Henry Rose, a genderless fragrance founded in 2019 by Michelle Pfeiffer, has launched a new creative campaign.

The brand teamed with Constellation to highlight the line's 12 fragrances in an omnichannel campaign. Henry Rose earned an EWG verification — a mark that stands for health, transparency and sustainability practices.

Both 15- and 30-second spots are running on Hulu, Disney Plus, Paramount and Peacock, as well as Instagram, Facebook and YouTube. What's refreshing is hearing men and women discuss how fragrance can have a positive emotional effect. The idea is to reject old labels and simply wear what you like.

To Pfeiffer, the impetus for creating the brand is personal. Henry Rose is the middle names of her children.

"Fragrance is the last untamed sense. Nothing has more potency in eliciting an immediate emotional response. Henry Rose created the first fine fragrance to be EWG Verified and Cradle to Cradle Certified. The most recent campaign breaks new ground again by featuring real people talking about scent's invisible force to communicate style and its role in self-expression," Lucas Donat, chief marketing officer-ECD at Constellation, told Agency Daily.

"We took the foundational brand principle of ingredient transparency and pulled it through to people across the continuum, speaking authentically about what Henry Rose means to them," he added.

Constellation has done client work for Land Rover, Chase and BMW.