Bringing Aura to Life: Launching Oriflame's Possess Intense with Cirque du Soleil
How Brandnation transformed the launch of Oriflame’s latest fragrance into an immersive two-day brand experience in Barcelona, uniting a global influencer, international press and key partners to celebrate Possess Intense and Oriflame’s new partnership with Cirque du Soleil.
Brief
Possess Intense was Oriflame’s latest fragrance launch, unveiled alongside the announcement of the brand’s partnership with Cirque du Soleil.
Oriflame’s ambition went beyond a traditional product launch. The brand wanted an immersive experience that would bring the fragrance story to life, strengthen relationships with key global stakeholders and spark conversation around the new launch.
Brandnation was tasked with the end-to-end management and production of a two-day branded trip for 35 guests, including global influencers, international journalists and key brand partners. Our role also extended to the Cirque du Soleil opening night, where we created branded consumer and VIP touchpoints to introduce Possess Intense to a wider audience and connect the fragrance with the spectacle and energy of Cirque du Soleil.
The idea
The creative platform was Your Aura, Your Power, built around the idea that everyone has a unique presence, an energy that is felt before a word is spoken.
Possess Intense was positioned as the fragrance that amplifies that presence: an expression of individuality, confidence and personal power that turns something invisible into something that can be felt, remembered and experienced.
The partnership with Cirque du Soleil provided the perfect cultural backdrop. Built on individuality, transformation and performance, Cirque was a natural extension of the Possess Intense story, and Your Aura, Your Power became the narrative thread connecting the product, the guest experience and the partnership into one cohesive brand world.
The execution
Brandnation curated an immersive five-star experience in Barcelona, thoughtfully designed to bring the world of Possess Intense to life from the moment guests arrived.
Guests checked into sea view rooms to discover a bespoke branded itinerary and an initial product drop tailored to the first evening. That night, they were hosted at a dinner overlooking the sea, where a specially designed tablescape, branded detailing and creative messaging subtly introduced the campaign narrative and began building anticipation around the fragrance.
The following morning, guests experienced Barcelona through a curated walk from the hotel to the iconic Casa Batlló. There, we secured a private space, transformed in Oriflame’s signature colour palette, as an intimate setting for the first official discovery of Possess Intense. The reveal was treated as a key storytelling moment, allowing guests to experience the fragrance within an environment that reflected the creativity, confidence and individuality at the heart of Your Aura, Your Power.
On returning to the hotel, guests found a surprise second room drop featuring Possess Intense alongside everything they needed for the final evening. The trip culminated in a gold-themed night at the Cirque du Soleil opening, where guests explored a series of branded moments within the VIP hospitality space before watching KURIOS.
The energy and spectacle of the show gave physical form to the idea of aura, bringing together fragrance, performance and self-expression in one memorable finale.
Every detail was carefully considered across the full guest journey, from travel and hospitality to creative production, gifting, content opportunities and on-site management, creating an experience that felt seamless, premium and unmistakably Oriflame.
Amplification
The experience was designed to generate content and conversation at every stage, taking the launch far beyond the 35 guests in Barcelona. Each touchpoint was created with shareability in mind, and the phased nature of the trip allowed guests to discover the campaign story progressively, giving them multiple moments to capture and share.
By bringing together global influencers, international media and brand partners, we created multiple layers of amplification across earned media, social content, influencer channels and Oriflame’s own platforms. Branded moments at the Cirque du Soleil opening night extended the campaign further still, introducing Possess Intense to additional guests and consumers while reinforcing the themes of presence, individuality and self-expression.
Alongside the Barcelona experience, Brandnation developed a comprehensive global launch toolkit to help Oriflame’s local markets activate Possess Intense with consistency and impact. The toolkit translated Your Aura, Your Power into a practical framework covering campaign strategy, influencer, PR, amplification, events and creative design, giving local teams the flexibility to create culturally relevant activations while protecting the fragrance story, visual identity and key messaging. The result was a launch platform that could scale globally while keeping the strength of the original creative idea.
The campaign brought together Brandnation’s integrated Activate, Sphere and PR+ services, spanning live activation, influencer, social and earned media.
The results
The campaign successfully transformed a two-day hosted trip into a global communications moment, generating content, advocacy and awareness across multiple audiences and markets.
The activity delivered:
- 430+ pieces of social content from guests and creators
- 4.6M+ total views
- 72M+ total audience reach
- Global launch toolkit rolled out across 16 markets
The results showcased the power of combining a clear creative platform with a considered, premium brand experience, translating in-person moments into authentic storytelling and amplified visibility for Possess Intense around the world.
