Charmed
Role: Product Design & Creative Direction
2023 - Ongoing
Client: Claire's Stores, Inc
Claire’s wanted to make back‑to‑school smell as exciting as it feels. They asked us to create a tween fragrance line, that was fresh, collectible, and easier to switch up than a pair of earrings. The result?
A collection of body mists that turns new year new me energy into a scent wardrobe for every mood.
Team — L. Claverie, W. Yee, P. T. Moss
Charmed
Role: Product Design & Creative Direction
2023 - Ongoing
Client: Claire's Stores, Inc
Claire’s wanted to make back‑to‑school smell as exciting as it feels. They asked us to create a fragrance that was fresh, collectible, and easier to switch up than a pair of earrings. The result? A collection of body mists that turns 'new year new me' vibes into a scent wardrobe for every mood.
Team — L. Claverie, W. Yee, P. T. Moss
Meet Mya
our claire's girl
(and the world i'm shopping in atm)
Body mists are SO back
Y2K nostalgia and TikTok explore culture are fueling a body‑mist revival. Searches for sprays jumped nearly 10% year-over-year, and hashtags like #bodymist now have over a billion views. Gen Z and Gen Alpha who may not remember the original trend are discovering them afresh—and craving collectible, sensory fragrance experiences.
What's hot!
Sweet, but make it extra
Sweet, edible notes like strawberry and cherry are everywhere right now. Even richer profiles inspired by things like rum or cognac are creeping into fragrance, but at Claire’s it’s all about keeping things fun, light, and nostalgic.
One scent? Couldn't be me
Tweens love to layer, mixing body sprays, hair mists, and shimmer oils to create their own vibe. Mists are easy to carry, fun to collect, and meant to be mixed and matched, making them perfect for switching moods throughout the day.
Scents that do the most
Fragrance is about more than smelling good. TikTok trends like “lickable perfumes” and mood‑boosting blends show that scents are becoming multi‑sensory experiences.
Market trends influencing teenage perfume sales
whats in my (dream) basket?
Why charms?
…It’s claire’s coded
For decades, Claire’s has been the go-to destination for earrings. From first piercings to ear stacks, hoops, and collectible charms, Claire’s made earrings more than just accessories. They became a rite of passage.
Each pair is a small form of self-expression, meant to be traded, swapped, and shown off. That culture is what inspired us to bring charms into fragrance, carrying the Claire’s legacy into a new category in a way that feels fresh and playful.
Cooper Std Black
Tracking: 32
Left Aligned
Cooper Std Black + Variation
(an added bounce for younger energy)
Best. Back to school haul. EVER. ! !
