In a media landscape flooded with content, how do you get audiences to feel something about your brand? More importantly, how do you earn that attention when you’re not paying for it? The answer often lies in the art of cultural timing — when brands place themselves in the right story, at the right moment.
A recent campaign we helped shape for our client Scentbird—and that provided a strong platform for their PR team to amplify—shows just how effective this can be.
Timed alongside the critically acclaimed Broadway run of The Picture of Dorian Gray — and supercharged by Sarah Snook’s Tony Award win — the Scentbird x Dorian Gray capsule collection wasn’t a moment of opportunism. It was a meticulously planned, multi-platform campaign that began weeks before the Tonys. And it paid off with Variety coverage, social buzz, increased engagement, and a halo of artistic relevance that most brands can only dream of.
This post unpacks the campaign from strategy to execution, while surfacing insights for brands aiming to align with cultural moments in ways that feel earned, resonant, and press-worthy.
A Case Study in Theatrical Timing
On June 9, Variety ran the headline:
“The Picture of Dorian Gray Gets Fragrance Capsule Collection From Scentbird Following Sarah Snook Tony Win.”
The article spotlighted Scentbird’s limited-edition capsule inspired by Oscar Wilde’s gothic classic — a production in which Sarah Snook, best known for HBO’s Succession, played a staggering 26 characters in a one-woman show. Just the night before, she had won the Tony Award for Best Actress in a Leading Role in a Play.
While the headline suggested a spontaneous post-award release, the truth behind the scenes was different. The campaign had been in market well before awards night, with a full suite of digital activations, including:
- Influencer-driven storytelling
- Co-branded social media content with the Broadway production
- Targeted emails to fragrance lovers and theatergoers alike
- A sweepstakes for show tickets and Scentbird merchandise
The campaign told a story over time. The Tony win simply became the perfect third act.
The Capsule Collection: Scent as Storytelling
The collection featured a curated edit of fragrances that mirrored the themes of Dorian Gray: identity, desire, beauty, obsession, and transformation. It included:
- Libertine by The Maker – Aromatic citrus with hibiscus and cedarwood
- Dos Mil Años by Eauso Vert – A scent of mystery and memory
- Nosferatu by Heretic – A vampiric nod to the gothic genre
- Fatale Rose by Philipp Plein – A floral with dark undertones
- Role Play by Malo – Playful, provocative, theatrical
- Passion by Onno
- Black Magenta by DS & Durga
- After Hours by Antica Farmacista
- Blue Talisman by Ex Nihilo
- Duke by Harlem Perfume Co.
These weren’t just perfumes—they were mood markers, inviting wearers into Wilde’s world of secrets and dualities.
The Method Behind the Mood: Cynthia Erivo’s Secret Weapon
While Snook was dazzling Broadway with her 26 characters, another powerhouse performer was preparing to host the Tonys: Cynthia Erivo. Known for Wicked, The Color Purple, and her recent roles on Poker Face and London’s Dracula, Erivo recently revealed something fascinating on The Late Show with Stephen Colbert.
To manage switching between multiple characters in one production (in some cases more than 20), Erivo uses scent as part of her acting method. She assigns specific fragrances to each role to help trigger memory, intention, and emotional tone.
“It’s how I keep them straight,” she told Colbert.
This approach not only underscores the emotional and psychological power of scent—it validates Scentbird’s Dorian Gray collection as more than a themed product. It was a tool of transformation—an echo of the very technique actors use to inhabit multiple selves.
Why This Partnership Worked
It Was Strategically Timed, Not Opportunistic
Many brand campaigns try to “newsjack” awards shows or viral moments after they happen. This wasn’t that. The Scentbird x Dorian Gray collaboration was in market weeks before the Tonys, with built-in momentum.
By laying the groundwork early through social content, influencer seeding, and sweepstakes promotion, Scentbird was ready to absorb the halo effect when Snook’s win occurred.
What smart brands do: Don’t wait for lightning to strike. Build your cultural storm system ahead of time—so when the skies light up, your brand is already visible.
It Offered a Natural Fit Between Art and Product
Scentbird didn’t just slap a logo on a theater program. The capsule was a thoughtful reflection of the play’s themes—transformative identity, beauty as both mask and mirror, and the ephemeral nature of time.
The product became part of the story.
Lesson: Great partnerships find thematic overlap. It’s not about jumping on trends—it’s about joining narratives that your product can authentically enrich.
It Delivered PR-Ready Storytelling
The Variety article wasn’t sponsored or paid—it was earned media. Why? Because the campaign was culturally interesting, visually appealing, and timely.
The fragrance industry, Broadway, and awards coverage all intersected here, making the story media catnip. The result? Exposure to over 25 million monthly readers of Variety—coverage secured by Scentbird’s PR agency—and a top-tier link to shop the capsule directly.
Takeaway: PR coverage flows from a good story. Design your campaign so it works without a media buy.
It Engaged Multiple Audiences
From theater fans and Succession devotees to fragrance collectors and lifestyle shoppers, the campaign bridged multiple interest groups. The influencer layer added warmth and voice. The sweepstakes added incentive. The collection added cultural texture.
Insight: Culturally driven campaigns have built-in reach, especially when they connect across verticals like entertainment, fashion, and lifestyle.
PR Impact Snapshot
Campaign Reach at a Glance
- Top Coverage: Variety
- Headline: “The Picture of Dorian Gray Gets Fragrance Capsule Collection From Scentbird Following Sarah Snook Tony Win”
- UVM (Unique Visitors/Month): 25,311,663
- Channel: Organic editorial with e-commerce link
- Result: Elevated brand visibility, crossover cultural credibility, and consumer engagement across verticals—driven by strong collaboration between brand, partnership, and PR teams
Takeaways for Brand and PR Teams
Whether you’re in beauty, entertainment, fashion, or consumer goods, the Scentbird x Dorian Gray case offers five actionable takeaways:
1. Start Early. Finish Loud.
Build your campaign architecture before the news hits, but be prepared to amplify when the moment peaks.
2. Use Every Channel.
Email, social, influencer, press, and retail were all aligned in this campaign. Multi-channel planning creates multiple entry points.
3. Give Editors a Hook.
Awards season? Limited edition? Cultural icon? These are catnip for journalists. Think like an editor when crafting your partnership angle.
4. Know Your Audience(s).
Theater buffs. Fragrance lovers. Pop culture readers. The intersectionality of interests made the campaign bigger than any one community.
5. Add Emotional Texture.
Scent isn’t just scent—it’s memory, identity, and experience. Position your product at that deeper level to create resonance and results.
Final Thought: The Sweet Spot Between Strategy and Story
At Regatta, we always ask: What does this moment want from a brand? In the case of Dorian Gray, the answer wasn’t more ads or more noise. It was meaningful presence—a campaign that honored the art, celebrated the artist, and invited consumers into a world of storytelling through scent.
It was partnership marketing not as a tactic, but as a timely, strategic narrative—one that gave us a rich story to tell. And that’s where the magic happens.
Want to Build Your Moment?
If you’re looking to connect your brand to culture in a way that drives earned media, authentic engagement, and standout visibility, let’s talk.
Regatta has helped brands like Audi, Bloomingdale’s, and Scentbird turn partnerships into PR—and PR into results.
Want to explore how your brand can align with culture and drive measurable visibility?
Dive deeper into our thinking on partnership strategy:
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