This project focuses on developing a market entry strategy for Henry Rose in Belgium, combining cultural research with beauty brand strategy. The goal was to choose a country and explore it in depth, from culture, food, and social customs to lifestyle and the local beauty space, to understand how these factors influence consumer preferences and brand connection.

I selected Belgium for its mix of heritage, creativity, and understated luxury. Through research, I identified a consumer who values authenticity, quality craftsmanship, subtle sophistication, and transparency, traits that align naturally with Henry Rose’s clean and elevated fragrance identity.
Using these insights, I created a localized launch strategy to introduce Henry Rose, a U.S.-based fine fragrance brand, into the Belgian market. The product assortment includes three existing Henry Rose fragrances chosen to match Belgian scent preferences, along with one Belgium-exclusive fragrance concept that I developed specifically for the Belgian Henry Rose consumer, inspired by the country’s culture and emotional connection to scent.
Beyond product selection, the project also focused on how the launch would come to life. Key deliverables included:
- A launch video concept designed for the Belgian audience
- Research and selection of the retail store partner for entry into the market
- A plan outlining the in-store launch experience and activation
- Mock imagery to visually communicate the campaign and retail concept

This project highlights my ability to turn cultural research into thoughtful brand positioning, product strategy, and a cohesive launch vision within the global beauty and fragrance industry.