Romanian singer, Nicole Cherry, at launch event with Starbucks Pumpkin Spice Latte fragrance.
Starbucks Pumpkin Spice Latte fragrance launch event video recap.
Starbucks guest UGC.
Description
Created in partnership with LUZI Switzerland Master Perfumer, Anton Jimmy Studer, Starbucks Romania is offering an “Eau de Parfum” inspired by its OG Pumpkin Spice Latte.
"After last year's secret Starbucks pop-up in a remote cornfield, in 2025 we're outdoing ourselves with a bold and unprecedented stunt for Starbucks," said Maria Feer, Marketing Manager, Starbucks Romania & Bulgaria. "EAU de PSL proves again that Starbucks' Pumpkin Spice Latte has moved beyond the drink category and become a cultural marker."
A launch event took place at the renovated Starbucks store at Promenada Mall in Bucharest gathering a mix of lifestyle, fashion and beauty influencers for a first sniff with Romanian singer, Nicole Cherry.
Since becoming available as a gift-with-purchase for Starbucks Rewards members across all 60+ stores in Romania on Sept. 16:
--300% growth in number of new Starbucks Rewards member signups per day
--Many locations ran out of their allocated perfume gifts for the first week within hours (10,000 limited-edition miniature bottles and a handful of full-sized editions were produced to make each flacon a collector’s item)
--Bonus halo is continuing attention toward Starbucks’ reusable cups, which are featured in the overall creative.
--Limited availability has customers calling into locations asking to “reserve the gifts.”
According to Tuio Creative Director, Ludwig Petre, it’s rare for Romania to see brands create something from scratch for the purpose of marketing. This initiative has been inspired by how far the U.S. market has taken experiential and collab campaigns. The U.S. was definitely a creative confidence booster for using PSL as a seasonal growth engine to drive traffic and frequency—converting that attention into Rewards sign-ups/engagement.
“We wanted the event to feel authentic and immersive, much like a true product launch in the beauty world,” adds Petre. “An experience Gen Z would actually want to share, kicked off by people who genuinely connect with the brand and can help tell the story of EAU de PSL in a way that’s both playful and premium.”
The unisex fragrance blends gourmand olfactory pyramid with balsamic base notes:
Top notes: coffee, tea leaves, condensed milk
Heart notes: cinnamon, nutmeg, cotton candy
Base notes: vanilla, tonka bean, musk
This professional campaign titled 'Accessorize Pumpkin Spice Latte' was published in Romania in September, 2025. It was created for the brand: Starbucks, by ad agency: Tuio. This Experiential medium campaign is related to the Drinks (Non Alcoholic) industry and contains 3 media assets. It was submitted 2 months ago.
Credits
Advertising Agency: Tuio
