Coco De Mer Fragrance Co.
When Coco de Mer Fragrance Co. approached TreeHouse Design Studio, they were preparing to bring an undiscovered treasure to the American market: an artisanal perfume house made in the Seychelles, previously unavailable outside the islands.
Our role was to build a North American presence for a brand steeped in mystery, sensuality, and botanical heritage.
Research-led foundations
This complex, multi-phase engagement began with months of research. Our team collaborated closely with global and U.S. marketing partners to conduct competitive analysis and local focus groups, seeking to understand how American audiences would connect with the scents, packaging, and origin story. Those insights informed every decision that followed—from positioning and tone to product strategy and channel mix.
Brand evolution for the U.S.
We refined the brand identity for U.S. audiences, evolving the seal from the parent company and establishing a comprehensive brand guide to direct photography, storytelling, editorial voice, and tone. This guide became a central resource for the PR team, supporting events and a Seychelles press tour that led to features in Forbes, LA Magazine, and additional top-tier outlets.
Launch strategy & content creation
In parallel, we developed a multi-channel launch strategy. A pre-launch website captured early interest and powered a highly successful sampling campaign, rapidly growing the brand’s email list ahead of launch.
Creative Director Stacey Clarke directed product and model shoots, capturing stills and reels for paid ads and social. To deepen the brand’s artful storytelling, we commissioned renowned botanical illustrator Katie O’Shea, whose work brought a fine-art sensibility to each scent narrative.
In July 2025, TreeHouse designed the illustrated collateral and thoughtfully branded swag for a luscious Scent Dinner in Los Angeles, introducing the fragrances to influential West Coast fashion and fragrance insiders through a richly sensory experience.
Product strategy: Passport to Seychelles
Stacey designed the brand’s Sample Set—Passport to Seychelles—as an accessible entry point that leaned into themes of travel, discovery, and adventure. The Passport Sample Sets quickly became the brand’s top-selling product and a critical confidence-builder for customers discovering a new luxury fragrance house.
Performance & growth
Paid ads and influencer marketing (led by our strategist Camila Wong) rolled out in sync with PR wins, creating a cohesive funnel that converted curiosity into purchase.
Designed by TreeHouse, the eCommerce site seamlessly weaves product, place, and art—inviting users into a world that feels both exotic and elevated.
We continue to support Coco de Mer Fragrance Co. as it expands its reach across the U.S. and beyond.
Credits
Creative Director: Stacey Clarke
Marketing Director: Geneva Bokowski
Writing & Content Strategy: Geneva Bokowski
Senior Designer: Loel Mitchell
Developer: Bryn Howlett
Paid Ads: Camila Wong
Photographers: Dan Mills, James Acai, Byron Brown
Illustrator: Katie O’Shea
With thanks to Marcy Clark and Kahshanna Evans (PR teams in San Francisco and New York), and to Emily McCluskey for her invaluable global perspective on fragrance.
