Submitted by 22 IMPACT

Serge Lutens La Nuit Tombée Instagram Creator Carousel

Influencer Marketing

22 IMPACT cast creator Mubi for a paid Instagram carousel launching La nuit tombée for Serge Lutens, and the agency reports 320K organic reach across Instagram and editorial placements.

320KOrganic Reach

Case in 60 seconds

Serge Lutens was launching La nuit tombée, a fragrance from its niche, design-forward portfolio under Shiseido EMEA, so the launch content had to stand apart from conventional beauty content rather than resemble it.

The page frames creative trust as the lever, because a niche fragrance is more credible when a creator interprets it through a personal editorial lens, so latitude was treated as part of the brief rather than a risk to it.

The organizing idea was to give Mubi genuine creative latitude to interpret La nuit tombée, so the launch rested on one creator's editorial reading of the scent rather than on a scripted product brief.

Mubi produced a single Instagram carousel on Barcelona's rocky coastline at golden hour, bottle in hand among rock formations, while 22 IMPACT secured the paid partnership and managed production, approvals and Shiseido EMEA communication.

22 IMPACT reports 320K organic reach across Instagram and digital fragrance editorial placements, while the page header labels the same figure as impressions and the page gives no engagement or sales result.

Strategy Breakdown

Conventional beauty content is the backdrop the page measures this work against, so a niche fragrance launch had to look like editorial work rather than a standard beauty placement.
Serge Lutens sits in the niche, design-forward part of the Shiseido EMEA portfolio, which is why the brand ceded interpretation to the creator rather than imposing a house script on the launch.

Creative & Execution System

Assets & channels

  • Instagram

Partners

  • 22 IMPACT

Creator role

  • Mubi — creator

Results & Evidence

MetricValue
Organic Reach320K organic reach

Why 22 IMPACT's strategy worked

  1. 1

    A single carousel can carry a niche fragrance launch when the creator is given interpretive room, because the content then reflects the creator's editorial taste rather than a category template.

  2. 2

    Agency handling of approvals and communication with Shiseido EMEA lets a brand grant creative latitude without losing oversight, because the trust sits inside a managed production timeline rather than replacing it.

  3. 3

    Location, light and styling can stand in for brand codes in luxury fragrance, so the Barcelona coastline at golden hour and the black suit carry the design-forward positioning rather than product copy.

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