Glasshouse Fragrances
Translating a beloved Australian luxury brand into language that resonates with a new market.
Glasshouse Fragrances was a well-established premium fragrance brand in Australia looking to launch in the North American market. The challenge: construct positioning that felt native to a new audience without losing the brand's luxurious, distinctive identity.
I built brand positioning territories from the ground up — multiple angles on how Glasshouse could present itself stateside — then developed the corresponding messaging frameworks and wrote all ads and landing pages for testing. Each variant explored a different positioning: sensory and escapist, quality-driven, aspirational. The creative served both as market-entry collateral and as a positioning test.
