How we see it

The algorithm stinks. Why luxury brands like Penhaligon’s put creativity first.

In the world of digital marketing, algorithms have become the go-to guides for content creation. These sophisticated formulas tell brands what works, what doesn’t, and how to optimise for clicks and likes. An algorithm might also predict the kind of content the audience is expecting, but that doesn’t necessarily mean that if it entertained them in the past, it will continue to in the future.

Like Digitronix, luxury fragrance brand Penhaligon’s believes algorithmic content doesn’t prioritise entertainment, surprise or the unexpected impact of serendipity. Surely in today’s digitally synthetic world, human creativity and craftsmanship are the ultimate expression of luxury. There really is no such thing as generic luxury, once it’s commoditised it ceases to be luxurious, so true luxury innovators have to continually deliver new ideas to elevate their position in the market.

Celebrated for craftsmanship, originality and innovation, it’s important Penhaligon’s values are communicated faithfully to its audiences. When they asked for our help in launching a new product, we wanted our creative to reflect Penhaligon’s brand heritage, as well as speaking to the exotic roots of the fragrance itself. There is nothing ‘off the peg’ about Penhaligon’s products, and our creative work needs to be similarly distinctive. Bespoke. Original. Unexpected.

Commissioned to promote a new perfume, ‘The Legacy of Petra’, our illustrated animations evoke the sensory experience of the fragrance. Each animation tells a story, blending whimsical illustrations with fluid motion to capture the essence of the scent, while our high-sheen 3D renderings highlight the intricate details of Penhaligon’s products and packaging. The distinctive visual stands out in a busy marketplace, and takes the audience on an experiential brand journey. By focusing on originality and indulgence, we created high quality content representative of the brand’s ethos.

The Luxury of Originality

In a digital landscape dominated by algorithms and repetitive content, Penhaligon’s stands out as a brand that values the luxury of originality. It seeks to make an earnest connection with its customers through consistent expression of its playful personality. The work we’ve produced for Penhaligon’s—from illustrative animations to high-sheen 3D renderings—demonstrates the power of indulgent, original content. For Penhaligon’s, and for any brand aspiring to true luxury, ignoring the algorithm is not just a strategy; it is a statement of authenticity and excellence.

This is the basis of our strap line House of Original Thinkers.