Victoria Secrets Details Min
Submitted by House of Comms

Victoria's Secret Bombshell Oud Museum of Senses

Influencer Marketing

House of Comms launched Victoria's Secret Bombshell Oud for Ramadan with a two-day Museum of Senses event at Dubai Mall, which the agency reports reached 5M+.

200+Pieces of Coverage
1M+AVE (USD)
5M+Reach

Case in 60 seconds

Victoria's Secret needed to launch Bombshell Oud in time for Ramadan at its flagship store in Dubai Mall, with one experience that had to work for media, influencers and customers at once while engaging influencers across the region.

The page frames a fragrance launch as something guests have to experience in person rather than see, because scent does not travel through a screen, so the event was built around smell, sound and sight to give media something to describe.

House of Comms turned the flagship store into a Museum of Senses, a two-day journey of discovery that immersed guests in the world of Bombshell Oud rather than presenting the fragrance as a product on a shelf.

Over two days guests moved through sensory activations inside the Museum of Senses at Dubai Mall, then went to a viewing spot where a launch video illuminated Burj Khalifa, while the team gifted key media and influencers in the UAE beforehand and influencers in the region afterwards.

House of Comms reports 29+ media and influencers in attendance, 200+ pieces of coverage across the region, 1M+ in AVE value in USD and 5M+ reach, and names Mina Al Sheikhly, Tamara Al Gabbani, Safa Srour and Farah Al Hady among those it worked with.

Strategy Breakdown

Media and influencers in the UAE and the wider region, along with customers visiting the brand's flagship store in Dubai Mall.
The launch was timed for Ramadan, so the page places the fragrance inside a seasonal moment in the regional calendar rather than treating it as a standalone retail release.
A fragrance has to be smelled to be understood, so the page describes a launch built around smell, sound and sight in a physical space rather than a launch built for screens alone.

Creative & Execution System

Partners

  • House of Comms

Participation mechanic

  • Guests walked through the Museum of Senses, a two-day in-store journey of activations aimed at smell, sound and sight, and were then invited to a viewing spot to watch the launch video on Burj Khalifa.

Creator role

  • Mina Al Sheikhly
  • Tamara Al Gabbani
  • Safa Srour
  • Farah Al Hady

Results & Evidence

MetricValue
Media & Influencers29+ media & influencers
Pieces of Coverage200+ pieces of coverage
AVE (USD)1M+ USD AVE
Reach5M+ reach

Why House of Comms' strategy worked

  1. 1

    Timing a fragrance launch to Ramadan and staging its close on Burj Khalifa ties the product to a moment and a landmark the regional press already covers, which gives coverage a reason to run rather than a product to announce.

  2. 2

    Gifting media and influencers before the event and influencers in the wider region after it extends contact beyond the people who could attend, so the launch reaches voices outside the room rather than ending when the doors close.

  3. 3

    A multisensory in-store format suits a category whose product cannot be shown on a screen, because guests leave with an experience to describe rather than an image to repost.

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