Chanceux Parfum

Luxury gourmand perfume, engineered for a record-breaking product launch.

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Company

Fragrance / Beauty / Luxury

About the Project

Chanceux Parfum (Maison Chanceux) is a luxury, artisanal gourmand fragrance house founded by Lucky Armstrong — known in the fragrance community as "The Gourmand King" for proving sweet, gourmand notes can carry real structure, depth, and luxury.As CRO and UI/UX lead, I optimized the store architecture and full purchase experience, then led the digital launch strategy for the brand's newest fragrance, "Come Find Me" — plus a targeted post-purchase funnel to extend value beyond the first order.

(01)

Challenge

As a niche, founder-led fragrance house, Chanceux Parfum needed to grow monthly revenue and improve conversion rate — without the storefront feeling like a mass-market discount fragrance site. Every optimization had to protect the "Maison" luxury positioning while still measurably moving the numbers.

(02)

Immersion

A CRO plan built around the "Come Find Me" launch

I optimized the core store architecture and UX for the existing catalog, then built a dedicated launch strategy for the brand's new fragrance:

Customized high-performing product pages specifically for the launch
Structured the offer to turn a single-SKU drop into a bestseller

(03)

Experience Strategy

Post-purchase flow architected for repeat revenue

Beyond the storefront itself, I architected and deployed a targeted post-purchase funnel designed to convert one-time buyers into repeat customers — extending the value of every order past the initial checkout.

(04)

Results

108% monthly revenue growth and a 5.5% CVR launch

The optimization work drove measurable results:

108% increase in monthly revenue (March 1–31) versus the prior month
"Come Find Me" hit a 5.5% CVR in its first 7 days — well above standard fragrance industry benchmarks — holding around 5% through month-end
The new post-purchase funnel reached an 11% CVR within 4 days of going live

(05)

Outcome

A launch playbook the brand can repeat

The "Come Find Me" launch didn't just perform once — it set a repeatable template for how Chanceux Parfum brings future fragrances to market, backed by a post-purchase system that keeps compounding revenue after the sale.

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