Easy Bake Intense is the new fragrance from Huda Beauty and the brand’s most significant launch to date. To introduce it, Huda Beauty created a European tour that kicked off in Madrid and would go on to visit Paris, Warsaw, Düsseldorf, Milan, Rome, Naples, and Belgium. Miles and miles on the road that, with our beloved Concha Piquer as inspiration, we embraced with our trunks packed to the brim.

The challenge was to translate a fragrance into an experience: breaking down its notes without making it feel like a chemistry lesson, while striking the balance between education and enjoyment that the brand was looking for. To achieve this, we divided the space into two distinct worlds representing the layers of the perfume.
The floral room, featuring handcrafted crepe-paper flowers made one by one, evoked the heart notes: the white flowers that give Easy Bake Intense its luminous character. The gourmand room, with oversized 3D installations of cherry, caramel, vanilla, and cinnamon, brought to life the fragrance’s sweet, indulgent base notes.

Following the Madrid event, our 16-meter trailer set off on its journey across the rest of Europe. It was a major logistical challenge, one that we embraced with pride as a boutique Spanish agency chosen by a global brand to accompany it on a tour that spanned nearly two months.

Huda Beauty trusted us once again to organise the training for its new products in Milan. The event consisted of a big surprise as the founder of the brand, Huda Kattan, made an appearance, interacting with the attendees and sharing the secrets of the new launch.