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Mood Ldn sells fragrance direct to consumer. Start & Scale produced its ecommerce user-generated-style content in July 2023. That format outperforms polished production in scent, because the customer is looking for a person's reaction rather than a brand film.
Fragrance cannot be demonstrated, so the category leans on other people's reactions. That makes polished brand production a weaker tool than it looks: a beautifully shot bottle says nothing about how the scent lands on someone.
The practical problem is producing content that reads as genuine while still being controlled enough to carry the brand's positioning.
Start & Scale produced UGC-format content for Mood Ldn, built to look like a person's honest reaction rather than an advert, while remaining deliberate about what each piece was there to communicate.
Mood Ldn came away with ecommerce content in the format that actually converts in fragrance, rather than brand film that looks impressive and sells less.
Why does UGC outperform brand production for fragrance?
Because scent cannot be shown. The customer is buying on someone else's reaction, so Start & Scale produces reaction-led content rather than polished bottle films that carry no sensory information.
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