# Urban Fragrance Campaigns KIERIN NYC's Digital Campaign Celebrates Real New York City Life By Laura McQuarrie | Published 2019-04-17 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/urban-fragrance References: [prnewswire](https://www.prnewswire.com/news-releases/new-york-fragrance-brand-kierin-nyc-launches-in-the-uk-with-disruptive-digital-campaign-300824749.html) & [kierin-nyc](http://www.kierin-nyc.com/) Bold and disruptive KIERIN NYC is a modern, urban fragrance brand that challenges the foundations of the fragrance industry by creating toxin-free, vegan, sustainably sourced and recyclable products and refusing to confine consumers to a box. KIERIN NYC prides itself on creating [all-gender fragrances](https://www.trendhunter.com/trends/borntostandout-fall-2024) and avoiding the gender-binary marketing of scents "for him" or "for her." KIERIN NYC's newest [digital campaign](https://www.trendhunter.com/trends/the-spirit-of-london) is centered around celebrating the city that brought it to life and honoring it by sharing real stories of the New York City lifestyle. As part of its campaign, the brand will be hosting a theatrical, artistic and [interactive pop-up](https://www.trendhunter.com/trends/hm-nolita-pop-up) that invites consumers to create their own custom label on a digital graffiti wall. ## Trend Insights (Trend Hunter) - Score: 0.9/10 - Popularity: 3% | Activity: 15% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### Why This Trend Is Growing - **Toxin-free Fragrances:** Opportunity to disrupt the fragrance industry by creating environmentally friendly and safe scents. - **All-gender Marketing:** Disruptive innovation potential in challenging the traditional gender-binary marketing approach in the fragrance industry. - **Interactive Pop-up Experiences:** Innovation opportunities to engage consumers through unique and interactive brand experiences. ### Industries Being Reshaped - **Fragrance:** Disruptive innovations in creating toxin-free and all-gender fragrances. - **Marketing and Advertising:** Opportunities for disruptive marketing strategies that challenge traditional gender-binary approaches. - **Event Management:** Innovations in creating immersive and interactive pop-up experiences. ## Related on Trend Hunter - [Scan-to-Sniff Fragrance Billboards](https://www.trendhunter.com/trends/fragrance-billboard.md) - [Invigorating Upcycled Fragrances](https://www.trendhunter.com/trends/dkny-247.md) - [Spray Can Fragrances](https://www.trendhunter.com/trends/step-aboard.md) - [Luxury Fragrance Launches](https://www.trendhunter.com/trends/maison-francis-kurkdjians-kurky.md) - [AI-Focused Fragrance Pop-Ups](https://www.trendhunter.com/trends/ai-focused-fragrance.md) - [Casually Confident Fragrances](https://www.trendhunter.com/trends/bklyn-fragrance.md) - [Culturally Inspired Fragrances](https://www.trendhunter.com/trends/superdry-fragrance.md) - [New York-Centric Campaigns](https://www.trendhunter.com/trends/bergdorf-goodmans.md) - [Inclusive Fragrance Campaigns](https://www.trendhunter.com/trends/where-will-they-take-you.md)