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Boy Smells x AZIONE Boy Smells x AZIONE Boy Smells x AZIONE Boy Smells x AZIONE Boy Smells x AZIONE

Indulge your dualities

Work Type

Event Production Thought Leadership PR Influencer Partnerships Celebrity Engagement

What We Did

Timed to NYFW, we collaborated with fragrance brand Boy Smells to celebrate the launch of Kacey Musgraves limited edition candle collaboration, Slow Burn named after her eponymous original song.

Kacey Musgraves co-hosted an immersive launch event with Boy Smells at PUBLIC Arts in NYC for editors, VIP, and industry luminaries. Kacey Musgraves and Boy Smells co-founder Matthew Herman welcomed star-studded guests and spoke of the origins of the collaboration, which began when Musgraves herself DMed Boy Smells’ Instagram account raving about their best-selling KUSH scented candle. In less than 48 hours, the Slow Burn candle sold out and generated 15,000-person waitlist while becoming the defining news of the day generating large-scale feature story placements across a large variety of publications —ushering BoySmells’ ascent from indie darling to nationally-coveted candle brand.

Top-tier placements included Forbes, Vogue, NY Mag’s “The Cut,”Today Show, Refinery29, Allure, CR Fashion Book, People, BusinessInsider, InStyle, Elle, New York Post, E! News, Paper, Nylon,PopSugar, Marie Claire, Fashionista, Billboard, and more.

What We Did

Timed to NYFW, we collaborated with fragrance brand Boy Smells to celebrate the launch of Kacey Musgraves limited edition candle collaboration, Slow Burn named after her eponymous original song.

Kacey Musgraves co-hosted an immersive launch event with Boy Smells at PUBLIC Arts in NYC for editors, VIP, and industry luminaries. Kacey Musgraves and Boy Smells co-founder Matthew Herman welcomed star-studded guests and spoke of the origins of the collaboration, which began when Musgraves herself DMed Boy Smells’ Instagram account raving about their best-selling KUSH scented candle. In less than 48 hours, the Slow Burn candle sold out and generated 15,000-person waitlist while becoming the defining news of the day generating large-scale feature story placements across a large variety of publications —ushering BoySmells’ ascent from indie darling to nationally-coveted candle brand.

Top-tier placements included Forbes, Vogue, NY Mag’s “The Cut,”Today Show, Refinery29, Allure, CR Fashion Book, People, BusinessInsider, InStyle, Elle, New York Post, E! News, Paper, Nylon,PopSugar, Marie Claire, Fashionista, Billboard, and more.

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