Tuesday, 1 February 2022

Raygrance by Ray Meagher for GoDaddy

Home and Away's Ray Meagher reveals what his character Alf Stewart would  smell like | Daily Mail Online
Image Credit GoDaddy

Most of the work that comes my way begins as an email in my inbox from my website. Some sound exciting from the get go, others are what I call 'tire kickers', and some sound a little out there. Fun, but crazy.

Raygrance by GoDaddy was one of the latter emails. The agency looking after the project were looking for someone to take on the project and turn it around in a pretty short time. This is not unusual, agencies typically want to move very quickly after the client has approved the idea and I only had a couple of  months to bring their ideas to life. It was a little bit different from the high end projects I normally work on, but I love it when any business wants to use fragrance for a campaign, and I don't mind a little out there .

The previous years Flamin' Hot Sauce with Ray Meagher was so successful that they wanted to run another campaign with the proceeds going to a charity called Cure Cancer Australia. The idea was that any small business can create and launch a website quickly and easily using their Website Builder and it doesn't have to cost a fortune. If Australia's iconic 'Alf Stewart' could come up with a business idea, then build a website, anyone can.

The agency had pitched the idea that Ray would create and mix his own fragrance and then build the website. You can see a little bit behind the scenes in the article below with a little video

Raygrance Commercial

Ray's Flamin' Hot Sauce (@raysflaminsauce) / Twitter
Image Credit GoDaddy

Disclaimer: Ray did not actually mix the fragrance in the bathtub! I discussed with the agency what kind of fragrance they thought Ray would like and after studying some footage and images of Ray, I felt that the fragrance should be a fougere style fragrance, something timeless. After agreement with the agency, I worked with my perfumer to create a fougere style fragrance inspired by an iconic heritage fragrance by a very famous French brand. 

The Perfumer I work with is one of the most experienced, classically trained perfumers in Australia, so the perfume is just the same as you would buy from a department store. I really liked the fragrance we produced for this project, I think if the fragrance were to be judged on its merits alone, it would be well regarded.

Launched Raygrance to prove that getting online is easy. — Who are Cat &  Jess?
Image Credit GoDaddy


We created thousands of 15ml bottles for sale and 2ml samples to be given away via raygrance.com The first limited run sold out in a day and we had to make more pretty quickly. The campaign received some incredible coverage, you can see some if it below.

Media Campaign

As a result of this campaign, I actually used the GoDaddy Website Builder to launch two of my Covid babies, Have A Nice Day and Yeah Nah Candles

 If you would like to discuss a fragrance idea for a campaign, please reach out to us info@thepowder-room.com


Thursday, 27 January 2022

Heartwood Make Your Own Perfume Bar and Perfumes.


In 2019 I was contacted by Alex, who was opening a new store in Cottesloe in Perth called Heartwood. The store was to have a range of luxury natural skincare and beauty products and would have treatment rooms as well. Her family own the worlds largest sustainable Sandalwood plantation, and she asked me to help her with the perfume side of the business. Her idea was to have a Make Your Own Perfume Bar and a range of perfumes, all natural and with her families Sandalwood at its heart. 

The opportunity to work with such beautiful Sandalwood was too good to pass up, and Alex is such a lovely person with a clear vision so it was a real pleasure to work on this project.

I started by designing the concept of the Create Your Own Perfume Bar. I had already envisaged something like this for a project of my own so I had a clear understanding of what was needed. I created six accords that could be worn on their own and blended together to create a more complex perfume. I created basic blends myself, I do not pretend to have the skill and experience of a classically trained perfumer, but the basic blends were a pretty good starting point for the perfumer to work from. 


The Accords. All Natural.

Finding a perfumer that would work with a limited pallet of naturals only was a bit tricky. My long term perfume house won't entertain the idea of creating a natural only perfume, we both believe that there is a place for naturals and synthetics in the perfume world, and wish there isn't so much misinformation about synthetics out there. Another perfume house I work with on occasion were willing to take on the project, so the perfumer refined the accords and added in the Heartwood Sandalwood. We tested them individually and then I created a range of blends that the customer would make in store.

While we were working on the accords, I was also sourcing all the equipment such as aspirator bottles, beakers, crimper, bottles, label printer, beakers etc. I am a bit of  lab equipment nerd, so this is fun for me. I particularly love aspirator bottles. At the same time, Alex had been working with my packaging supplier on some beautiful boxes

As the last mods of the fragrance were being prepared, I came down with a terrible flu and lost my sense of smell. Alex was literally waiting for the perfume bar to be ready to open the store and I couldn't approve the mods because I couldn't smell them.So frustrating.

When I was finally able to smell and approve the mods, Alex was happy with them so we were on our way! All the equipment had been ordered and was on its way to Heartwood. I was able to go over to set up the bar and to train the staff. Guests are given an apron to wear and are guided through the process of picking a scent and blending it. There are quite a few different formulas to chose from, once you have selected your fragrance, you are given beakers and a formula. The formula is then placed into a bottle and the spray crimped on. You can personalise your label, so it is a wonderful gift for some special or a beautiful treat for yourself.


Alex had also wanted to  launch with three different perfumes, but creating stand alone perfumes takes more time so we didn't have them ready for the store launch but continued to work on them. We finally arrived at two mods we were both in love with and they were launched as Lago and Touchwood. Touchwood was actually an earlier mod that had matured beautifully, and Lago was two formulas combined.  Due to Covid, I was not able to attend the launch party. There is nothing I love more than a launch party, the champagne, watching people sniff the perfume and seeing their reactions, so I was really disappointed!


Image Credit. Heartwood

 Both fragrances and the Make Your Own Perfume Bar have been really well received with some great press.  You can visit the store at 35a Napoleon St, Cottesloe, Perth WA or check out their site here

If you would like The Powder Room to create a fragrance for your business, you can contact me via email info@thepowder-room.com