Gen Z home fragrances inspired by iconic fragrances — launched in partnership with Walmart.

The Ask:

ScentMatch, in partnership with Walmart, came to Kloss Creatives PR in early 2025 to generate buzz around its launch. The goal was to position ScentMatch as a must-have Gen Z lifestyle product, drive Walmart.com sales and in-store velocity, and secure visibility in top-tier media, social channels, and among college-aged influencers.

Our Solution:

Kloss Creatives PR implemented a multi-channel launch strategy designed to ignite earned media coverage, influencer momentum, and retailer engagement. We crafted a compelling narrative around ScentMatch as a luxurious yet accessible home fragrance option — perfect for dorm rooms, small apartments, and modern lifestyles. From the press release to on-campus activations and influencer mailers, we ensured the product was framed as the next big thing in home fragrance.

We launched a robust Gen Z influencer campaign that activated over 100 creators with a collective reach of 2.9 million. We also secured features in national media, collaborated on experiential product placements, and developed social content to drive clicks and conversions on Walmart.com. From editorial gift guides to TikTok trends, ScentMatch was everywhere — with influencers, editors, and shoppers sharing rave reviews.

The Results:

In the first month of launch, we drove the following media results for ScentMatch:

550 million+ media impressions, with coverage in OK! Magazine, TrendHunter, Parade, Perfumer & Flavorist, and beyond
Over 526 press release pickups, with a total potential audience of 189 million+
National broadcast pickups in major media markets including Los Angeles, New York, and Salt Lake City
Official scent partner for events with Gen Z-focused organizations, including the SELFISH Summit and student-run groups from Columbia University

The Gen Z influencer campaign yielded:

2.9 million influencer in audience reach (equal to every college student in the Northeast)
6.7% Instagram CTR (vs. industry average of 0.7%)
28% average influencer engagement (vs. industry average of 1.2%)
A high-performing Instagram Reel with macro-influencer Kylan Darnell, driving 94K+ views
Consistent product demand and buzz across TikTok and Instagram, with content driving the bulk of Walmart.com traffic during launch

Looking ahead, ScentMatch has expanded its work with Kloss Creatives PR to support continued national retail expansion through campus activations, macro-influencer partnerships, and continued media.