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HUSH Designs Web Experience for Aerin Fragrances

Brooklyn-based design agency HUSH, who recently created the ambitious “Beauty of Night” for Estée Lauder, crafted an interactive web experience for lifestyle brand Aerin’s expansion into fragrances.

The website invites users to explore videos of the fragrances and the way each of the fragrances was sparked from Aerin Lauder‘s memories and experiences. The longest of these, at 1:30, is the above introduction to the fragrance line, explaining the importance of fragrances in Aerin’s life and exploring the evocative nature of scent and its ability to transport people in time and space. It’s a well-produced vignette that introduces both the line’s philosophy and the individual fragrances, even if it’s pretty much what you’d expect for a fragrance line. Other videos on the site briefly examine the individual fragrances and their ingredients.

More out of the ordinary is that site users can create their own packaging or monograms, using images of berries, flowers, and other fragrance ingredients, and share them on social media for a chance to win $3,500 worth of Aerin products.

“We took a simple and elegant approach to exploring the world of fragrance. It can be a science-heavy subject, but driven by artistry and craft – in the same way that wine and food are both art and science,” explains HUSH creative partner David Schwarz. “We were interested in the artistic, emotional story behind these creations and gave consumers the opportunity to engage on multiple levels.” Stay tuned for credits after the jump.

Credits:

AERIN Fragrance Video
Director: Charlie Wan
Director of Photography: Luca Fantini
Director of Engagement: Dan Rodriguez
Hair & Make Up: Mari Shten
Director of Production: Gabe Banner
Line/Post Producer: Mateo Suarez
Producer: Sue McNamara
Editor: Duc Nguyen

AERIN Fragrance Site
Design Director: Keetra Dixon, Sarah Ancalmo
Producers: Mei-Ling Wong, Leonard Shek
Director of Engagement: Dan Rodriguez
Director of Production: Gabe Banner
Designers: Andrew Teoh, Erik Yang, Yvonne Romano, Christina Hogan, Pedro Sanches
Development: Matt Knight, Jonathan Keller
Copywriter: Jaclyn Marinese

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