On the occasion of Horace’s new fragrance launch, it is the perfect moment to look back at the remarkable success of the brand’s very first perfume, an extraordinary achievement made possible by the innovative leadership of Alexia Pascon.
From the outset, Alexia’s role in the debut fragrance ‘& Horace’ was irreplaceable. She brought a bold vision that went far beyond a standard marketing rollout. She designed and directed a strategy that redefined how a young, digital-native brand could sell fragrance online, a category notoriously difficult to market without in-store sampling. Her approach translated into both commercial performance and cultural recognition. The launch became one of Horace’s best-selling products and raised the brand’s profile in international media.
This accomplishment was rooted in her earlier career at L’Oréal, where Alexia led two highly influential digital campaigns, BB Light and Mon Coloriste Privé. That experience gave her the ability to anticipate obstacles, connect creative storytelling with data-driven insights, and deliver execution at a level unmatched within Horace at the time.
With that expertise, she confronted significant hurdles. Fragrance is typically purchased only after sampling, which makes it one of the most challenging categories to sell online. Horace had never launched a fragrance before and carried no established credibility in this market. The product was also the most expensive in the company’s portfolio, which heightened the stakes. Alexia recognized these risks early and built a comprehensive plan to turn them into opportunities for differentiation.
She personally led every critical step. Working with product development lead Pénélope De Vitry, she immersed herself in the scent’s DNA.
“I’ll never forget when Pénélope first introduced me to the scents, the ingredients, the spices. There was sandalwood, bergamot, and white pepper. We were just sitting in an office, but those scents instantly transported me. A fragrance like that is so unique, with so many layers. I remember thinking, this is going to be quite a challenge to sell online.” Alexia recalled.
To understand consumer behavior, she conducted thirty in-person interviews with men, uncovering the psychological triggers that could drive an emotional “blind buy.” She ran competitive user tests to analyze other brands’ strengths and weaknesses, ensuring Horace avoided pitfalls and set new standards.
To reduce hesitation, she designed a large-scale sampling campaign, adding vials to online orders before the official release.
Alexia also ensured the launch was accompanied by strong international visibility. She successfully secured coverage in leading outlets, including Harper’s Bazaar, GQ, Forbes, and Comme un Camion. She also developed interactive product pages with immersive storytelling and engaging video testimonials that translated the fragrance’s identity into a compelling digital experience, effectively compensating for the absence of in-store testing.
Creatively, she pushed boundaries.
Alexia curated a casting that broke conventions, pairing Marc Bryan, a digital influencer with more than 600,000 Instagram followers, with Eric Underwood, a classically trained ballet dancer and actor. This unconventional duo disrupted industry stereotypes and reflected broader cultural shifts. To reinforce the campaign’s distinct identity, she commissioned original artwork from Joe Cruz, a globally recognized artist who has collaborated with JW Anderson, Chanel, Diesel, and Hermès.
She also partnered with Guillaume Doubet, a French visual director best known for work with artists such as M Pokora, Booba, and Niska. Together, these choices established a bold, creative territory for Horace.
“It was incredible to see such a diverse team come together on our new product. The ideas, the strategy, everything just clicked. One of my biggest strengths is bringing people with me on the journey. Numbers are part of my daily life and they help me make smarter decisions, but I also need that human connection. I’ve always had the ability to surround myself with the very best. Whether it’s on a film set or in a meeting room with UX designers and developers, I love spotting people’s strengths. We feed off each other’s expertise, and that’s how we grow,” she said.
The outcome confirmed the strategy’s strength. The fragrance garnered extensive international press coverage and resonated deeply with customers worldwide. It earned more than 1,800 reviews with an impressive average rating of 4.8 out of 5, with many describing it as confidence-boosting and unforgettable.
In both 2022 and 2023, it consistently ranked among Horace’s top three best-selling products in France and the UK.
“When I look back at those numbers, I feel proud of what we achieved. We took a product that was unknown, with plenty of barriers to entry, and turned it into something truly desirable — embraced by customers who became genuine ambassadors. For me, there’s nothing better: when clients are happy and it makes sense for the business, that’s the perfect win. I love that. Give me an inspiring product with hurdles to overcome, and I’ll jump at the challenge every time,” as Alexia reflected.
The launch did more than deliver immediate sales; it fundamentally reshaped Horace’s future trajectory. The fragrance opened a new strategic category for the brand. Building on this strong foundation, Horace later introduced two additional scents, Vetiver Primavera and Oud Rose. Cultural recognition extended further when L’ÉTIQUETTE, a respected French magazine, requested a limited-edition bottle of the original fragrance proudly bearing their name.
Alexia’s contribution was decisive because she united creativity, data, and strategy into a coherent, end-to-end launch. She personally led every critical stage, from consumer research and sampling to international press and cultural storytelling.
The result was not only a best-seller but also a defining milestone that positioned Horace in a new category and convincingly proved her exceptional ability to deliver meaningful innovation at scale.
“I’m really happy to see that my successors drew inspiration from what we built. There’s something very rewarding about knowing your work was the starting point of a bigger story,” Alexia said.
Now, as Horace unveils its next fragrance, the continuing success of its first perfume clearly underscores the enduring global impact of Alexia Pascon’s leadership and vision. Her innovative approach transformed a risky idea into one of the brand’s most celebrated achievements.
It firmly confirmed her standing as a recognized leader whose expertise remains vital to shaping Horace’s identity and continued growth today.
