Belinda Brusoni-Gziut

What better way to grow the interest in literary-inspired perfumes than to bring the perfumes to the literary community? Inspired by F. Scott Fitzgerald’s Tender is the Night, Scherzo and Tender are two Miller Harris perfumes that launched in January 2018.

We reached out to 15 book influencers for the launch of the two new fragrances, to gather a wider reach for Miller Harris by tapping into the literary community. You will find some of the names here.

Each influencer was gifted both perfumes and a Penguin edition of Fitzgerald’s Tender is the Night, to create content for their Instagram channel.

We collaborated with several independent and commercial bookshops across the country for the activation campaign of Scherzo and Tender by co-hosting events, featuring in seasonal book bag giveaways and installing pop-up bookshelves in store with samples and scented excerpts to giveaway.

The perfumes sold out within the first two months of the launch. As of May 2022, Tender has been discontinued, whereas Scherzo has been developed into a body wash, hand cream, body cream and hair mist.