The brief
A B2B fragrance laboratory in France. They develop custom scents for luxury brands, hotels and cosmetics houses. The founder is a trained perfumer, twenty years in, well known inside trade circles. Outside those circles, invisible. New business came from referrals and one major trade show a year. Between events the pipeline went quiet. Cold emails to creative directors at luxury houses went unanswered. The work deserved better reach.
Our strategy
A personal-branding project from the start. The founder had the expertise, and (this matters) she actually wanted to do it. No convincing needed. She was frustrated that her knowledge only ever reached people she already knew.
The first two weeks went into positioning. "Fragrance lab founder" is too generic. We landed on something sharper: the science and instinct behind creating scents for luxury brands. That framing let her write about what she genuinely thinks about all day.
Her posts covered ingredient sourcing from specific regions. How a client brief becomes a finished fragrance through rounds of revision. Why certain scent trends spread from fashion into hospitality while others quietly disappear. She wrote about visiting a bergamot farm in Calabria. About what happens when a client's brief says "something that smells like trust" (apparently that comes up more often than you'd think).
These aren't posts you generate from a content calendar. They came out of her life. We shaped them, tightened the writing, handled the scheduling. The voice stayed entirely hers.
The company page ran alongside her personal feed, with posts on the development process, ingredient sourcing and project notes.
A consulting engagement anchored the strategy to commercial goals. Ideal customer profile workshop. Messaging framework. A six-month roadmap the team could run on its own.
The result
2,400 followers in four months. Two posts broke 8,000 impressions. The company page added 480 followers. Honestly, growth was slower than on our other projects, but the audience was extremely niche. Luxury fragrance isn't a mass market.
What mattered to her: inbound messages from a luxury cosmetics brand and an international hotel group. Both requesting development proposals. No cold email. No trade show.
"LinkedIn is the trade show that never closes."