Christian Alexander Perfume Redefines Beauty with Imperfect Campaign
Creative agency Fitzroy has developed the complete brand platform, strategy, packaging, and campaign for Christian Alexander, a new international fragrance brand. Built on the creative platform Own Imperfect, the brand debuts with four unisex perfumes: Provocateur, Palm Royale, Cozy, and Zesty.
A Unisex Philosophy
Christian Alexander challenges the traditional divide between men’s and women’s fragrances. “Scent is personal, not gendered,” says Chris Oomen. “Provocateur may lean masculine, but many women love it. That individuality is the heart of the brand.” The perfumes were created in collaboration with Andrea de Lessus, a graduate of L’École Supérieure du Parfum in Paris, known for her work on bespoke luxury scents.
A Campaign That Rejects Perfection
“Chris wanted to challenge the industry from day one,” says Jur Baart, founder of Fitzroy. “We built a bold strategy that doesn’t whisper perfection but shouts individuality. In a world ruled by flawless beauty, we went all-in on imperfection. Own Imperfect isn’t just a tagline, it’s the creative backbone of the brand. From design and packaging to communication and digital, every element embraces imperfection as the most honest form of self-expression.”
Packaging That Refuses to Blend In
Guided by Oomen’s vision, Fitzroy translated his original mood boards into a bold, disruptive packaging design that breaks from the conventions of the perfume world. The bottles are deliberately 'loud,' with a vibrant jumble of thin and thick coloured lines that stand in stark contrast to the sleek, polished aesthetics typical of the category.
Campaign: Imperfection as the Hero
Fitzroy brought the Own Imperfect philosophy to life across every layer of the campaign. Instead of chasing flawless frames, the brand elevates unexpected moments that most would retouch or discard and turns them into the hero.
This idea is expressed most clearly through a series of long copy ads, where so-called 'mistakes' become focal points. Each image is paired with a crafted narrative explaining why that imperfect frame was chosen, transforming what is usually hidden into something celebrated. The result is work that feels honest, human, and memorable. It proves that imperfection does not just attract attention, it creates emotional connection.
The campaign runs across print, DOOH, digital, and outdoor, and drives to a newly designed website that brings the concept seamlessly online with bold layouts, expressive imagery, and a user experience that fully embraces imperfection.
Real Photography, brought in motion with AI
All photography was created by Linda Stulic, a distinguished Amsterdam-based photographer known for her visionary approach to visual storytelling. Building on her imagery, Fitzroy brought the campaign to life using AI-generated motion. Each image was enhanced and animated for digital out-of-home, where subtle movements and textural shifts reflect the brand’s belief that imperfection has beauty. “AI gives us an incredible tool to explore new aesthetics and push creativity in unexpected ways,” says Mischa Schreuder, creative partner at Fitzroy. “But at Fitzroy, technology never replaces craft. Every frame still meets the level of quality and detail we stand for.”
The four Christian Alexander fragrances are available via www.christian-alexander.co and selected retailers internationally.
