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
Gourmand notes are trending — strawberry, cherry, and dessert‑like vibes. Even “boozy” accords (cognac, rum) are showing up… don’t worry, at Claire’s it’s just giving root beer
float energy.
One scent? Couldn't be me
Tweens are all about layering: body sprays, hair mists, shimmer oils. Mists are portable, collectible, and made to be mixed — perfect for mood‑switching.
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 destination for earrings. From the first piercing to ear stacks, hoops, and collectible charms, Claire’s turned earrings into more than jewelry — they became a rite of passage.
Every pair is a tiny piece of self‑expression, traded, swapped, and shown off. This culture is exactly what inspired us to bring charms into a fragrance line — a fresh way to carry the Claire’s legacy into a new category.
Cooper Std Black
Tracking: 32
Left Aligned
Cooper Std Black + Variation
(an added bounce for younger energy)
Best. Back to school haul. EVER. ! !
