Behind the Scenes with SOMA Perfume Earlier this August, I had the chance to work with SOMA Fragrances on their brand launch – and it was one of those projects where you don’t just manage logistics, you help shape the story of a brand.

My role was simple on paper: secure 3 paid influencers, bring in 20 over invited talents, and make sure everyone showed up where they needed to be – whether at the media launch event, in-store visits, or receiving their special SOMA gift packages. But in reality, it was much more than just a numbers game. I became the bridge between SOMA and its community, the person making sure the right voices were present, the right faces were seen, and the right energy carried through from event to event. Each talent I reached out to wasn’t just a seat to fill, but a personality who could reflect SOMA’s bold, modern spirit. Beyond coordinating people, I also worked with the team on brand image and strategy – making sure the campaign didn’t just run smoothly, but felt consistent with SOMA’s identity. Perfume, after all, isn’t just about scent; it’s about impression, memory, and presence. And that’s exactly what we wanted this launch to create.

Looking back, the most rewarding part wasn’t the packed guest list or the flawless event timings, but watching how a group of people, carefully chosen and thoughtfully managed, can come together to embody a brand’s story. That’s the magic I love bringing to my work – the alchemy of coordination, creativity, and connection.