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Kylie Cosmetics x Ines Lalouad
A three-scent 'Mood Stones' Instagram reel built around mood-based fragrance storytelling rather than a scripted product placement.
Production Note
Everything you need to know, at a glance.
Objective
Introduce the Kylie Cosmetics "Mood Stones" fragrance trio through creator-led, feeling-first storytelling
Audience
Beauty, wellness, and lifestyle audience following Ines Lalouad on Instagram
01 - The Brief
A three-scent story built around feeling, not features.
A three-scent 'Mood Stones' Instagram reel built around mood-based fragrance storytelling rather than a scripted product placement.
02 - On the Ground
Fragrance as a Mood, Not a Signature Scent
Ines built the reel around three Mood Stones fragrances, each mapped to an emotional register rather than a scent note or season, and tied the collection to its exclusive availability at Sephora Canada, mirroring the "scent wardrobe" shift the fragrance industry has been building toward in 2026.
03 - The Output
A single reel walking through three mood-matched fragrances.
Framed as mysterious, intense and warm, the amber mood in the trio.
04 - The Approach
No unboxing, no hard sell, just how each scent feels.
01
Cashmere Muse
Framed as light and fresh, the floral mood in the trio.
02
Blush Wood
Framed as romantic and soft, the woody mood in the trio.
03
Velvet Brew
Framed as mysterious, intense and warm, the amber mood in the trio.
05 - The Reception
Ines built the reel around three Mood Stones fragrances, each mapped to an emotional register rather than a scent note or season, and tied the collection to its exclusive availability at Sephora Canada, mirroring the "scent wardrobe" shift the fragrance industry has been building toward in 2026.
Campaign Gallery
The work, unfiltered.
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Frequently Asked Questions
What was the goal of this campaign?
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Fragrance as a Mood, Not a Signature Scent
How did One Way approach this project?
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Ines built the reel around three Mood Stones fragrances, each mapped to an emotional register rather than a scent note or season, and tied the collection to its exclusive availability at Sephora Canada, mirroring the "scent wardrobe" shift the fragrance industry has been building toward in 2026.
What reach did this campaign achieve?
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Case study by One Way — Talent Management, Video Production & Influencer Marketing Agency, based in Montreal, Quebec.
Ce projet fait partie du portfolio de One Way, agence montréalaise de gestion de talents, de production vidéo et de marketing d'influence. Chaque campagne présentée ici illustre notre approche de bout en bout : stratégie, création de contenu, production vidéo et collaboration avec des créateurs québécois et canadiens.
One Way talent Ines Lalouad partnered with Kylie Cosmetics on an Instagram Reel introducing the "Mood Stones" fragrance trio, built around mood-based storytelling rather than a traditional scripted product placement, reaching her Quebec beauty and wellness audience.
One Way talent Ines Lalouad partnered with Kylie Cosmetics on an Instagram Reel introducing the "Mood Stones" fragrance trio, built around mood-based storytelling rather than a traditional scripted product placement, reaching her Quebec beauty and wellness audience.
Ines built the reel around three Mood Stones fragrances, each mapped to an emotional register rather than a scent note or season, and tied the collection to its exclusive availability at Sephora Canada, mirroring the "scent wardrobe" shift the fragrance industry has been building toward in 2026.
