Client projectGrowth strategyParis

Conscience: Growing a Conscious Perfumery

A loyal neighbourhood boutique in Paris 20e needed a new generation of customers, without losing the old one.

Conscience project visual
60%of customers buy only about twice a year
3growth levers: workshops, content and loyalty
3loyalty tiers: Silver, Gold and Platinum
01The problem

Loyal, but slow

Conscience, an eco-friendly perfumery founded in 2022 by former fragrance developer Claire, sells clean, natural fragrance and body care. Most of its customers are mature, local gift buyers who come in about twice a year. To grow, it had to reach younger, digital-first shoppers and tourists while keeping its regulars close.

02How I approached it

Understand who buys, and why not more often

  1. 1
    Segmented the customer base: 60% slow, occasional buyers and 40% more dynamic clients.
  2. 2
    Defined the growth targets: women aged 25 to 50, digital buyers, affluent tourists and gift givers.
  3. 3
    Matched them to trends in scent layering, personalisation and sustainability.
The insight

Younger shoppers don't just want to buy fragrance. They want to play with it.

03How it's solved

Three low-cost growth levers

Scent-layering workshops

A four-step hands-on session, from fragrance families to a personal scent profile to take home.

Weekly content plan

Three themed posts a week (brand values, founder's story, why sustainable perfume) run by a freelancer or intern.

Loyalty that rewards values

Points per euro, double for minimal packaging, bonuses for refills, reviews and referrals, across three tiers.

One connected journey

Workshops create content, content brings visits, and loyalty turns visits into habits.

04What I'd measure
Repeat-visit frequencyAverage basket valueWorkshop bookingsInstagram reach and followersReferrals

“Crafted by Nature, Inspired by You.”

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