Le Labo LAVANDE 31 launch, media and KOL relations

Le Labo, a fragrance house that avoids conventional advertising, needed its new LAVANDE 31 eau de parfum launched in Thailand with an event that exceeded traditional expectations. The brand builds itself on craftsmanship and in-store experience rather than paid media, which puts the weight on earned coverage. Lavender also carries old-fashioned associations, and LAVANDE 31 is framed as knocking preconceived notions of the scent on their head, so the launch had to feel unconventional. Vero's insight was that for an anti-advertising luxury brand, an exclusive sensory experience gives press and creators something worth covering, letting the event itself carry the media plan.

Vero turned Le Labo's Siam Paragon store into an olfactory playground, a sensory adventure inviting guests toward self-expression through scent. A florist worked to Le Labo's global guidelines while adding Thai elements, catering was chosen to be vegan and cruelty-free to match the brand's ethos, and exclusive invitations went to 16 KOLs alongside top-tier journalists and editors, who experienced the fragrance first-hand across event sessions.

Executing global guidelines through local craft let a boutique brand feel native in the market, while screening suppliers against brand values kept the activation coherent with the story guests were asked to retell. The launch worked entirely through earned coverage rather than a named paid channel mix. Vero reports 115 pieces of influencer coverage and 23 pieces of media coverage from a curated list of 16 KOLs and 10 outlets, alongside 6.6M impressions, 4.4M reach and 1.6M in media value. Every figure comes from Vero's own account, with no independent verification, stated methodology, currency, or launch date, and no sales outcomes disclosed.