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

The Ask:

ScentMatch, in partnership with Walmart, came to Kloss Creatives PR in 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 3.6 million followers, including #RushTok and #BamaRush celebrity Kylan Darnell. We also secured features in national media, collaborated on experiential product placements, and developed social content to drive clicks and conversions. 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:

936 million+ media impressions, with coverage in OK! Magazine, Yahoo! Finance, TrendHunter, Parade, Perfumer & Flavorist, and beyond
- Featured quotes include: "Walmart’s foray into the luxury home fragrance market with ScentMatch may significantly bolster its revenue streams by aligning with consumer trends favoring premium products" (Yahoo! Finance) and "Walmart is finally selling this fan-favorite home fragrance brand and each scent smells like your fave luxe brands" (Parade).
Over 1,024 press release pickups, with a total potential audience of 357 million+
Broadcast pickups in major media markets including Los Angeles, New York, and Salt Lake City
Reached 2,000+ Gen Z women at Create & Cultivate in Los Angeles with a ScentMatch activation that included a branded claw machine, scent readings, demonstrations, friendship bracelets, and 300 pounds of wax melts distributed
Walmart agreed to all store space requested for the upcoming year nationwide, with store requests for endcaps rolling in ahead of the holiday season.
- In our clients' own words: "Our buyer said this is the best online launch she has been part of in her full time at Walmart."

The Gen Z influencer campaign yielded:

3.6 million in influencer audience (equal to every undergraduate in the United States)
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 110K+ 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, full social media management, and continued media throughout its entire national rollout.