3300+ Climbing Blog
Written By: Erin Prewitt
Photo Credit: Erin Prewitt
Playful meets creepy in the beautiful fusion that is Melanie Martinez. The 21-year-old singer was first introduced to the world on The Voice under Team Adam. Since the show, she has created a persona that appealed to a niche market of Lolita fans and the adult baby subculture. Upon releasing her debut album Cry Baby, Martinez was inspired to create a perfume to further transport her fans into the world of her alter-ego.
The biggest hurdle for our resident ‘Cry Baby’ was finding the right scent that reflected the “sweet, spicy, and nostalgic” (Gore, 2016) she was aiming for. Before the official announcement of the perfume, Melanie created several variations of the milk inspired perfume. She would test out the scents while she was on tour and when she finally made her decision, she sent emails and her masked-bunny minions to gather PR.
If you were to look at Melanie’s Instagram posts a few weeks prior to the release, you will see various vintage looking photos of the singer posing with bottles of milk. These posts would be the beginning of the singers marketing campaign, so when the trailer was released and the vintage baby bottle of perfume was shown to the world, it seemed like a natural transition. Melanie released the trailer on YouTube and her Instagram, and it quickly found itself on several blogs on online magazines. One of which being Billboard which commented that “adding to the uniqueness of the perfume, it's the first fragrance to be directly distributed by a record label” (Weatherby, 2016). The bottle itself gathered enough attention from the people, that even I bought the perfume to keep the unique container as a collectible.
The trailer for Melanie’s perfume is the 5th most interacted with creative content on her social media pages. On Facebook, it was shared 7,903 times, received 3,153 comments, and had over 59,000 reactions. On Twitter, she pulled 9,900 retweets, 913 replies, and 34,000 favorites from her November 28th post. Her real accomplishment was her trailer, which garnered 1.4 million views on Instagram and over 3 million views on YouTube.
Melanie has created a strong and loyal fan base. She created a complex nostalgic scent that she knew her fans would love, and put it in a package that not only gets people talking, but also is playful and cute. If you could learn anything from Melanie, it would be stay weird and love your niche.
CRYBABY (@MelanieLBBH) | Twitter. (n.d.). Retrieved from https://twitter.com/MelanieLBBH
Gore, S. (2016, October 25). Melanie Martinez Is Breaking Into The Perfume Business · NYLON. Retrieved from http://www.nylon.com/articles/melanie-martinez-cry-baby-perfume-milk
Martinez, M. (2016, October 25). Melanie Martinez - Cry Baby Perfume Milk Commercial [Video file]. Retrieved from https://www.youtube.com/watch?v=acMUt5HwfS8
Melanie Martinez (@littlebodybigheart) • Instagram photos and videos. (n.d.). Retrieved April 2, 2017, from https://www.instagram.com/littlebodybigheart/
Melanie Martinez | Cry Baby Bottle Fragrance. (n.d.). Retrieved from http://crybabybottle.com
sociograph.io - Know your audience. (n.d.). Retrieved from https://sociograph.io/report.html
Weatherby, T. (2016, October 25). Melanie Martinez Reveals New Perfume, Cry Baby Perfume Milk | Billboard. Retrieved from http://www.billboard.com/articles/columns/pop/7550138/melanie-martinez-fragrance-cry-baby-perfume-milk
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This is a blog following the students' work at 3300+ Climbing.