A Scent That Just Made Sense
When K18 first reached out about a fragrance collaboration, we had no idea which scent would ultimately rise to the top, or how unexpectedly personal the process would become. What started with a single email (and a curious coincidence) turned into a data-driven experiment, a few passionate debates, and one clear favorite that felt destined from the start.
In this video, I share the story behind how Floating Forest found its way into K18’s world, and why it just made sense.
Onward,
Jasmina
Transcription for Video:
Okay, how did we land on Floating Forest for the collaboration with K18?
Well, it was not random. I will say that coincidentally, in that very first email when K18 reached out to me, it was almost a sign because they specifically mentioned being obsessed with Floating Forest. But truly, we hadn’t made a decision yet, and in true K18 fashion, they wanted data.
So, we sent about one hundred of our discovery kits to their team and community for them to weigh in.
I actually remember talking to the founder Suveen at one point during this evaluation process, and he was telling me how some people were like, really hardcore lobbying for their favorites. And you know, I didn’t actually know where we were going to land, I just remember thinking that it wasn’t as simple as oh just choose our top selling fragrance.
It felt like it was more important to think about, like, one, what fragrance profile makes the most sense for this use case in the bathroom for haircare.
And two, what sort of the olefactive profile fits the K18 brand? For example, as much as I love Haunted Rose, I just really felt like Haunted Rose was not really, like, a vibe that matched the brand.
So, really, if I were to guess back then, I thought it would come down to Floating Forest or Invisible Woods, which I could also see working really well. But when the results came back, it was clear. Floating Forest was a favorite, and the top contender.
What do you think about the decision? Not that we can change it, but I hope that you still love it and I would obviously still love to hear what you think.
