Wait a Miutine, what Miu Miu just did?

When Miu Miu launched Miutine, they didn’t just drop a fragrance with a floral arrangement. They sent creators a PR box with only the fragrance + a branded mic — simple, useful, and high impact. By avoiding adding useless gadgets, they reduce waste and ensure every item gets the spotlight. (Creators will use a mic; they will not keep dried flowers.)

Their campaign got the industry talking — Miu Miu is now a case study in how intelligent PR actually works.

But here’s the part I can’t see anyone talking about: clients > creators. 

Too many brands believe influencers will drive all the sales. In my view, influencer campaigns are great for reach and span of interest in potential clients. But the real money is in how you treat paying customers. Period! 

Miu Miu knows this. They ran a double popup at Selfridges:

 • A fully branded café with delicious latte (yes, I tested it). - it's all about experiencing the brand's lifestyle. 

 • Equally beautiful pop‑up inside the store to drive actual sales.

They offered GWP (Miu Miu bags, fragrance charms etc.) — for many, that sweet “free gift” is enough push to buy.

Miu Miu created brand immersion, not just a transaction.

Also: their Westfield activation allowed visitors to engrave the fragrance, enjoy lollipops matching key notes (strawberry, brown sugar), and snap branded photobooth keepsakes. 

This is how you turn customers into believers — not by flooding influencers with PR, but by building moments for clients.

PR boxes get you in the feed.

GWP gets you in the cart.

Pop-ups? That’s where the obsession begins.

So… if you were launching your own fragrance, what would you do differently?

Design of Miu Miu cafe kiosk: Heaps + Stacks Design of Miu Miu pop up inside the store: Edge Retail Ltd