House of Lior

Pulling a heritage fragrance into the Gen Z thrift-prestige split

March 2026

Demographic angle: Gen Z luxury — thrift-prestige split

Placeholder copy. A six-week influencer push aimed at the resale-native Gen Z luxury split. Reach hit forecast; the more interesting result was the conversion lift in the segment we'd briefed against, not the broader cohort.

+12% direct sales lift in the targeted split, week 6

Reach
4.2M impressions
Engagement
+38% vs. brand baseline
Conversion
+12% direct sales W6
Cost per engagement
£0.07

Featuring: @thriftedprestige, @catalystwknd, @laurenarchives

This is placeholder copy on a real frontmatter shape. It exists so we can verify the case-study detail template renders the schema end-to-end — hero, metrics snapshot, influencer credits, MDX body with inline metrics + quotes — before real campaign reports start landing.

Brief

House of Lior had spent two years targeting "Gen Z luxury" as a single demographic. Reach was strong; conversion was flat. We re-briefed against the thrift-prestige split specifically: resale-native Gen Z buyers who treat heritage labels as collectible, not aspirational.

Approach

Three creators, all native to the resale ecosystem (not generalist Gen Z luxury influencers). Six-week rolling content schedule with mid-flight re-briefs once the first wave of comments showed which fragrance notes the cohort responded to.

We're not trying to teach this audience that the brand is luxury. They already know. We're trying to surface the SKUs they'd actually wear — which means leaning into the discontinued-line story, not the heritage-prestige one.
— Pre-launch creator brief

By week three, the engagement signal was clear enough that we shifted ~30% of the remaining spend toward the SKUs the comments kept surfacing — two discontinued lines that resale prices had already validated were worth more than the brand had been pricing them at.

What worked

A few honest observations worth carrying into the next campaign in this segment:

  • The resale conversation was the campaign. Creators who already engaged with the resale ecosystem outperformed creators who were briefed into it. We will not brief a generalist into this split again.
  • Mid-flight SKU re-prioritisation paid for itself by week four. The cost of re-shipping kits to creators was offset by the conversion lift on the re-prioritised SKUs within ten days.
  • Reach was a vanity number for this brief. The 4.2M impressions number reads well. The 12% direct-sales lift is the only metric that mattered to the brand's CFO conversation.

What didn't

The TikTok-only distribution decision underweighted the audience overlap with Pinterest. Next time, distribute on both — Pinterest's archive-discovery behaviour is the resale-native Gen Z cohort's other native surface, and we left it on the table.