Nearly a year after fragrance brand Phlur — relaunched by Ben Bennett of The Center alongside mega-influencer Chriselle Lim — was acquired by TSG Consumer Partners, the company is rolling out its most ambitious marketing campaign to date. To do so, it has introduced Olympic gymnast Sunisa (Suni) Lee as its first-ever celebrity ambassador. Lee is a noted beauty enthusiast. She was the face of Tatcha’s campaign for its Dewy Milk Moisturizer last June and has previously served as a global brand ambassador for KISS nails, specifically its Salon X-tend LED Soft Gel System. She also frequently posts about beauty favorites on her social media accounts, where she has 3.5 million Instagram followers and 3.8 million TikTok followers.
In 2022, Phlur re-launched under The Center’s ownership with a new look and a single scent, Missing Person, which sold out three times after going viral on social media. At the time, it sold over $1 million worth of Missing Person in one day, CMO Erica Dunivan shared.
Since then, Phlur has pumped out a steady stream of new launches, with scents featuring buzzy notes like cherry, honey, matcha and more. It has also expanded via a robust body spray collection, through which it can both attract younger shoppers and encourage scent layering, a pivotal piece of fragrance shopping — and marketing — today.
