Community Building, Media and Influencer Relations, Product Seeding
Building a tribe of connected creatives for fine perfumer Le Labo
Overview
In a world of fast fashion and fast beauty, Upcycle amplified Le Labo’s slow perfumery philosophy in Singapore, helping them to curate a thoughtful presence in conversations around craftsmanship and conscious beauty. From planning and executing launches of new fragrances to communicating product announcements, media pitching and product seeding, Upcycle develops and nurtures Le Labo’s exclusive community of like-minded creative personalities to increase awareness and grow brand love.
Client
Le Labo
Press
![[BREAKING] The MICHELIN Guide has officially launched in Aotearoa New Zealand in a historic first for the Oceania region, spanning Auckland, Wellington, Christchurch and Queenstown.
New Zealand has debuted with 110 establishments, including 1 Two MICHELIN Stars, 14 One MICHELIN Star, 35 Bib Gourmand and 60 MICHELIN Selected.
We’re proud to have partnered with @tourism_nz to bring the story to regional audiences through strategic media communications and a curated 8D7N familiarisation programme — taking a select group of regional media across Auckland, Christchurch and Wellington to experience the country’s culinary story beyond the ceremony.
From acclaimed restaurants and celebrated wineries to luxury lodges, local artisans and spectacular landscapes, food in New Zealand is inseparable from place, culture, and manaakitanga. With @michelinguide’s recognition, we’re excited to see how New Zealand’s culinary culture continues to shine in its next chapter.
#UpcycleComms #PRLife #MICHELINGuideNZ #TourismNewZealand](https://scontent-tpe1-1.cdninstagram.com/v/t51.82787-15/730226177_18113408138497798_3459456214450512057_n.jpg?stp=dst-jpg_e35_tt6&_nc_cat=103&ccb=7-5&_nc_sid=18de74&efg=eyJlZmdfdGFnIjoiQ0FST1VTRUxfSVRFTS5iZXN0X2ltYWdlX3VybGdlbi5DMyJ9&_nc_ohc=G5dpalmXwZUQ7kNvwECCkAQ&_nc_oc=Adp_EN9RdM8KVmxanolmaBGNkz9NPnQKVDZMxM7p7Dm7CbtQ0o5jK8cFWAkCIY1V8ds&_nc_zt=23&_nc_ht=scontent-tpe1-1.cdninstagram.com&edm=ANo9K5cEAAAA&_nc_gid=wnTzLGk21jvR-tuHam5aaQ&_nc_tpa=Q5bMBQGzM_LPUueZ-MkyqtJC09zOps3Mk1s4IPDvHb5YV5IOjy_6g0IfaDdlRFlwDbz9BhXl8FEC94E0&oh=00_AQBcXIJvSJ_5M1PD4B8Z9D6VUKkKe7jay42E24Cdkmnvbg&oe=6A69BAA2)