What Brands Can Learn From Byredo On Social

Swedish fragrance and accessories company Byredo was founded in 2006, and offers luxury collections of perfumes, makeup, candles and leather goods. ‘Intrigued by the creative possibilities of scent’, Byredo founder and Stockholm native Ben Gorham draws inspiration from his exotic travels to create the label’s cult scents. Formulated using a select number of raw ingredients, each fragrance tells a story.

The brand is active across two social channels – Facebook and Instagram, with 136K likes and 324K followers respectively, where the brand more or less duplicates its content. Byredo has curated a specific voice and identity across platforms. The following post will dive into its strategy, highlighting four key tactics other brands can learn and take away from its social marketing.

Less Is More

Byredo is a brand that recognises its Scandinavian roots, by opting for an elegant minimalist aesthetic. Minimalism has experienced a resurgence, particularly within the fashion and beauty industry in the past few years, with countless brands and influencers presenting a stripped back, classy visual identity. Byredo’s ode to minimalism extends across not just its packaging, but its social imagery and even captions. The brand chooses to shoot merchandise against simple, white backdrops without busy composition and more often than not will accompany photos with simple calls to action, over lengthy copy. Brands may consider embracing the bare bones of their messaging and ensure the product is the star of the show.

Framing An Idea

On both Instagram and Facebook, Byredo shares high-class, high-quality photography - designing and curating editorial shoots that stand out. Using striking models for makeup promos and close-up pack shots for merchandise, it directs the eye, along with all the focus and glory, onto the products themselves using beautiful, engaging and shareable imagery. This builds a brand look book or gallery on visually-led platforms like Instagram, but also envisions a concept on Facebook. Byredo tags makeup artists, visual directors, stylists, photographers and models, as well as listing all products featured to ensure credit is given to the behind-the-scenes creative team, and that customers know exactly what to buy.

Teach A Man To Fish

Byredo embraces video content across its social channels to engage with consumers, which is particularly impactful during a stay-at-home pandemic. With beauty-lovers adopting a DIY preference in 2020, the brand has posted IGTV and Facebook Videos featuring popular MUAs and beauty directors such as Isamayah Ffrench who have been enlisted to showcase its makeup and how to use it. These tutorials bring the brand to life and speak directly to the brand’s audience, harnessing the credibility of industry influencers. Content is evergreen, often pinned via Story Highlights, for example to allow followers to access as desired.

Buddy Up

Byredo is selective and strategic with its brand partnerships, joining forces only with targeted companies that speak to a similar audience profile. In September of last year, the atelier teamed up with cult haircare brand OUAI – acclaimed brainchild of celebrity stylist Jen Atkin. The result was a new hybrid product – a luxurious, oil-absorbing, texture-enhancing dry shampoo, enriched with Byredo’s bestselling Mojave Ghost scent, reimagined into a blend of sandalwood, magnolia and cedar. Combining the best of both worlds, OUAI x Byredo is an inspired, limited-time only collaboration that would appeal to consumers of first-rate beauty, traversing likeminded verticals. Byredo promoted the partnership across social channels with both image and video content. Brands should endeavour to underpin valued relationships via cross-marketing to expand markets and attract new fans from lateral pools.

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