Case Study | GTM Strategy

Case Study | GTM Strategy

Presented by Alicia Sanchez | Brand Manager

B2B Target Market:

• Retailers and major fragrance brands looking for AI scent tools Ingredient sales to fragrance manufacturers
• Perfect timing for Sephora partnership strategy in 2025

B2C Target Market:

• Affluent millenials-Genz (20-45) who value niche, exclusivity, sustainable & innovation
• Customized/Personalization/Unisex formulas
• Direct-to-consumer fragrance sales Focus on luxury/premium segment
• Tech-savvy consumers interested in Personalization, Niche & AI-developed fragrances

Target Market

E-commerce, Subscription Opportunies & Partnership Expansion:

• The online retail portals open new avenues for sales, which are convenient and accessible to buyers of luxury perfumes in regions with limited physical retail presence
• AI-Enhanced Customazations - Offer personalized recommendation (journey & escape)

• Creating interactive Consumer experience to launch into Retailers (B2B/B2C) & drive personalization + foot traffic to B&M & Ecom.
• Collaborative Product Lines: Perfume brands/retailers are collaborating with celebrities or fashion houses to introduce exclusive collections.
• Sephora's Private label (test/pilot run) or launch in Sephora's New Foot-Print (high producing locations) that focuses on digitized interactions.
• Both the brands'/Retailers'/Subscription Partners (ScentBird) influences will be utilized to bring together diversified segments of consumers and increase visibility.

Click Info link below to see more insights

+ info

fragrance reimagined

Platforms & Resources

6. UX/UI Optimization:

• Introduce Gunsher from my Google to help build site(s)
• Mobile-first design
• AI-powered scent recommendation engine
• Virtual fragrance sampling experience
• Seamless Shopping "experience" & checkout process
• Launch Loyalty Program

Part 2: A/B Testing Structure:

• Optimize website testing
• IG/Social Channels: A/B testing for ads
• Email subject line testing
• Price point testing
• Customer Feedback/Build Osmo Fragrance Community

7. Paid Media Strategy:

• Meta Ads (Instagram/Facebook)
• Google Ads (Search/Display)
• TikTok Ads
• Programmatic luxury/Industry publication ads/webinars & partnerships (Beauty Matter, Independent Beauty, CEW etc)

8. Influencer Strategy:

• Micro-influencers in beauty/tech (I have connections with a ton of influencers)
• Immerse Influencer parties (Discovery of Scent) we can leverage POP-UP MOBS to bring this to life
• Fragrance reviewers/critics/Cast Members/Buyer PR Box Mailers

• Luxury lifestyle bloggers

9. Brand Activations:

• Virtual AI fragrance creation events

• Industry Trade Shows/Pop-up experiences with tech integration
• Exclusive launch parties/partnerships with retailers (Sephora/Europarfums)
• Innovative & interactive Digital fragrance masterclasses with partnering Retailers on their ecom

1. Target Audience Platforms/Host Panel of Segmented Audience(s):

• Establish a partnership with Sephora's Digital Marketplace
• Instagram/TikTok Shop
• Launch Osmo Labs DTC AI-powered fragrance customization
• Curate Content "story-telling"
• Host a Consumer Panel

2. Lead Building Tools:

• Klaviyo for email marketing
• Attentive for SMS marketing
• Typeform for fragrance preference quizzes
• Loyalty program platform (Sephora inspired/Build Community) #NostaglicScent #ScentMemories

4. B2B/B2C Ecom Site (seperate wireframes) & Reporting

• Podean
• Shopify Plus for ecommerce (b2b)

• CRM/HubSpot for marketing automation
• Sprout Social for social media
• Yotpo for reviews and UGC5

Misc: Set up DTC 3PL (logistics)5. SEO Strategy:

• Hire Agency /Podean
• Focus on AI/tech fragrance keywords - Content around personalized scents
• Produce interactive Edu-Tainment: Educational content about AI in perfumery, & Fragrance ingredient innovation stories

Long-Term Vision

SEPHORA PARTNERSHIP with OSMO LABS 2025 "Osmo Labs presents a revolutionary dual-opportunity for Sephora: AI-powered fragrance creation technology combined with an innovative direct-to-consumer fragrance line, positioning Sephora at the forefront of the digital scent revolution."

OSMO LABS 2026 Breaks Another Record - Expanding into New Industries "Osmo Labs presents a revolutionary AI-powered fragrance creation technology is at the forefront of the digital scent revolution expanding partnerships to LVMH, Guerlain, Fredrick Malle and the list goes on!"

Click here

OSMO LABS 2027 Breaks Another Record - Expanding into New Industries "Osmo Labs presents a revolutionary AI-powered fragrance creation technology is at the forefront of the digital scent revolution expanding into Taste with Firmench."(*New Consumer Categories)

This is what "Success" looks like & How I measure it

KPI/Data Brand Targets

Osmo Studios is a creative playground where ideas become reality

Thank you so much for your time & consideration! xx Alicia

"Osmo is poised to change the way we communicate & innovate using scent"

Site: https://www.globenewswire.com/news-release/2025/01/20/3012149/0/en/Luxury-Perfume-Market-Is-Expected-To-Reach-Revenue-Of-USD-45-8-Bn-By-2033-At-7-3-CAGR-Dimension-Market-Research.html

A. For Sephora Retail (DTC/BTC):Exclusive fragrance line developed using proprietary AI technology Limited-edition releases driving foot traffic and online engagement. First-to-market advantage in AI-created fragrancesPremium positioning aligning with Sephora's luxury segment B. For Sephora's Brand Partners (B2B): Access to Osmo's AI scent development platform Phase 2: Expansion (Q4 2025/Q 2026) Roll-out to all Sephora locations Integration with Sephora's mobile app. Launch of Sephora x Osmo Labs limited editions Phase 3: B2B Integration (2026)Offer AI platform to Sephora's existing fragrance partners. Develop Sephora-exclusive fragrances using AICreate custom scent experiences for Sephora stores