Creating a fragrant story
Matthew Huband, Head of Global Marketing at Penhaligon’s, on his outlook for the brand
England based Penhaligon’s has been creating perfumes since Victorian times and today markets a portfolio of 34 unusual and distinct fragrances. Matthew Huband recently joined the company as its new Head of Global Marketing. He talks to Cosmetic News Weekly about the brand and its strategy.
What was your background before you came to Penhaligon’s?Immediately before joining I‘d been working on diverse brand consultancy projects for publishers, fashion houses and tech companies. Before that I worked in consumer products at Viacom and other media and entertainment companies. Interestingly, my father worked in marketing for 30 years at one of Penhaligon’s suppliers so he’s very happy I’ve landed back in fragrance. For me Penhaligon’s sums up a particular kind of British elegance which is irresistible. The product is beautiful and from a marketing perspective the stories I get to tell are utterly compelling.
What opportunities do you see for expanding the brand’s reach?We’re pretty good at making strategic partnerships which extend our reach but seem a very natural fit: The British Fashion Council and English National Ballet to name but two. The way we tell the stories of our fragrances also gives us exposure to a wider audience, rewarding customers with unexpected treats, whether that be a magical ballerina appearing when you Blip the box, or our weekly Fragrant Friday Facebook competitions. We’re constantly looking at new media as well as old to narrate the Penhaligon’s experience. We’re very active on our social media channels and have a loyal and engaged audience across the board. New product launches also play a part in broadening our reach and attracting new customers.
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