HARRODS & MONTALE PARFUMS
Events & PR Services for Luxury Fragrance Brands in the UK
The Challenge
Montale Parfums, a globally renowned luxury fragrance house, partnered with Harrods to launch an exclusive special edition perfume as part of the Rendez Vous Chez Harrods experience.
While Montale has a strong international reputation, the brand needed to generate excitement in the UK market and connect with influential voices in beauty and lifestyle ahead of the launch.
They approached DPR-MGMT to design and execute a high-impact PR and influencer event that would create instant buzz and establish Montale as a must-know brand among UK fragrance enthusiasts and media.
Our Strategy
With just a few weeks to prepare, our team focused on curating a premium guest list, crafting a memorable launch experience, and securing press coverage that reflected the luxury positioning of both Montale and Harrods.
Our approach included:
Influencer Outreach: Carefully selecting over 30 top-tier UK influencers with engaged audiences in luxury beauty, lifestyle, and fragrance.
Press Relations: Targeting leading publications to secure exclusive interviews and event coverage.
Event Experience: Designing an intimate yet impactful launch at Harrods that aligned with the brand’s elegance and exclusivity.
This strategy balanced influencer buzz with press authority, ensuring Montale’s launch received attention across multiple touchpoints.
The Results
Our PR and influencer campaign achieved exceptional results in a short timeframe:
30+ influencers in attendance with a combined reach of over 6 million
5 pieces of coverage in top-tier UK lifestyle and beauty publications
Exclusive founder interviews secured and published within weeks of the launch
This campaign not only introduced Montale’s special edition perfume to the UK audience but also positioned the brand as a leading player in the luxury fragrance space.
Why It Worked
Success came from precise influencer selection, strategic press targeting, and a curated event experience that reflected the exclusivity of Harrods and Montale.
By merging storytelling with influencer impact, DPR-MGMT delivered a launch that generated both immediate buzz and long-term brand awareness.
Ready to Build Your Visibility?
Whether you're preparing to launch in the UK, introducing a new collection or looking to elevate your brand's presence, DPR-MGMT partners with ambitious founder-led brands to create visibility that drives meaningful connections and lasting impact.
From launch strategy and strategic communications to influencer partnerships and experiential events, we help brands show up with confidence, connect with the right audiences and become impossible to ignore.
Ready to start the conversation? We'd love to hear what's next for your brand.