NECTARÉ Extradose was introduced in Dubai through a large-scale launch designed for the global fragrance community. Set within a high-energy industry environment, the event translated the fragrance’s character into atmosphere, movement, and presence, marking the debut of a new signature scent.
NECTARÉ Extradose marked a new chapter for French Avenue, created under the global umbrella of Fragrance World. The launch moved beyond a traditional fragrance reveal, shaped around scale and intent. Set in Dubai before an international audience of over 4,000, the experience expressed the fragrance’s citrus-gourmand character through rhythm and visual language, without the need for explanation.
Hammerhead’s</span><br><span class="highlighted-h2">Approach to NECTARÉ Extradose Launch</span>
As an event management agency, Hammerhead led the complete journey for NECTARÉ Extradose, from concept and ideation to curation and execution. The approach focused on shaping a large-scale launch as a controlled sequence of moments, where performance, visuals, and pacing worked in quiet alignment. Every decision supported flow and presence within a high-volume setting, aligned with the expectations of a global fragrance audience.
Backing The<br><span class="highlighted-h2">Strategy With Expertise</span>
The approach was built on familiarity with large-format launches and the demands they carry. As an event management firm operating across high-stakes environments, we understand how scale, pacing, and audience intersect. The strategy was shaped through a clear reading of fragrance culture worldwide and refined through proven event management solutions, allowing each decision to hold intent within a demanding international environment.
The Power Of
Collaboration
The launch established NECTARÉ Extradose as a considered addition to the global fragrance market. Its reception highlighted the effectiveness of experience-led introductions for large audiences. For Hammerhead, the project reinforced our ability to deliver complex fragrance launches at scale while maintaining clarity of direction across international settings.
The evening unfolded with a steady build, drawing guests in from the first moment. Moments flowed naturally, performances landed with precision, and the space held attention throughout. Despite the scale, the experience remained focused, leaving the audience present, curious, and absorbed in the launch.
NECTARÉ Extradose was presented to an audience deeply familiar with fragrance launches. The insight was that attention could not be forced. This audience prefers space to observe and form its own interpretation. The experience was shaped to respect that familiarity, allowing curiosity and engagement to develop naturally over the course of the evening.
Launching NECTARÉ Extradose at scale meant working within tight timelines, a large international audience, and multiple live elements unfolding in real time. As an event management agency delivering end-to-end conceptualisation, ideation, curation, and execution, the challenge was ensuring each moment landed with control. Precision planning and clear sequencing kept the experience cohesive despite its complexity.
