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Parfums de Marly Launches Athénaïs in Bangkok With 1.73 Million Dollars in Earned Media Value

The Bangkok launch highlighted Parfums de Marly's growth strategy, emphasizing storytelling and luxury in the Thai market, with Athénaïs as a key product.

Published: Sep 1, 2026 2:14 PM

By Shipra Bohara

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Parfums de Marly Launches Athénaïs in Bangkok With 1.73 Million Dollars in Earned Media Value

Parfums de Marly introduced its new feminine fragrance, Athénaïs, in Bangkok with a large scale launch event at Thara Hall, ICONSIAM. The May activation generated more than 19 million impressions and US$1.73 million in earned media value, giving the fragrance a strong opening in Thailand’s fast growing prestige beauty market.

The event was supported by Prestige Group of Companies, bringing together fragrance discovery, luxury storytelling and a high profile consumer experience for Athénaïs. The launch also builds on Parfums de Marly’s wider growth in Thailand, following the opening of its first local flagship boutique at EmSphere in Bangkok in 2025.

A Major Bangkok Launch The Athénaïs event at Thara Hall placed Parfums de Marly at one of Bangkok’s most recognisable luxury and lifestyle destinations. ICONSIAM attracts a mix of local consumers, regional visitors and international tourists, making it a significant setting for a new fragrance introduction.

The launch recorded more than 19 million impressions, demonstrating the scale of attention generated around Athénaïs across media, social platforms and campaign content.

It also produced US$1.73 million in earned media value, a measurement often used to estimate the publicity value of non-paid media coverage and organic digital conversation. For a niche fragrance house, these results show the importance of creating a launch that can be experienced beyond the bottle…

Parfums de Marly Launches Athénaïs in Bangkok With 1.73 Million Dollars in Earned Media Value

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