YKONE has been supporting Guerlain as its influencer agency, building a long-term partnership across the brand’s key launches and campaigns. For the launch of L’Heure Bleue, this ongoing collaboration focused on introducing the new fragrance and its distinctive universe to a new audience.

Between day and night, the sky turns a deep blue: this is the blue hour, a fleeting moment where everything feels possible. Inspired by this unique moment, L’Heure Bleue captures its poetic and timeless atmosphere. The campaign aimed to translate this universe into an engaging and contemporary influencer experience.

YKONE curated French creators from the lifestyle, artistic and beauty worlds, each bringing their own personality and creative universe. Through personal memories and stories, the talents revealed their own connection to L’Heure Bleue, making the fragrance feel more intimate and personal. Beyond the casting, YKONE shaped the creative concept around the emotional connection between scent and memory. The campaign unfolded in two steps: teasing carousels first revealed the talents’ memories, creating curiosity around their stories, before Reels and TikToks at launch revealed their full stories and connection to L’Heure Bleue.

Artistic Direction & Creative Guidelines, Talent Booking & Casting, Campaign Management & Reporting

@matthis, @charlysalvator, @disruptive_beaute, @may.berthelot, @victoria_gasperi, @blondinav, @vicmonfort, @margauxdefouchier

Paris, France

The Results

8 influencers | 37 posts | 4.4M impressions | 2.5M reach | 86.5K interactions