Founded Paris 2009 by Francis Kurkdjian and Marc Chaya — home of Baccarat Rouge 540, the decade's most-imitated fragrance, acquired by LVMH in 2017.
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See all ads on AdLibrary →Maison Francis Kurkdjian was founded in 2009 by perfumer Francis Kurkdjian and Marc Chaya in Paris. Baccarat Rouge 540, created in 2015 for Baccarat's 250th anniversary, became one of the world's best-selling fragrances through TikTok virality and fragrance-reviewer culture. LVMH acquired the brand in 2017. Also searched as Maison.
MFK's most powerful advertising is earned — Baccarat Rouge 540 became a TikTok phenomenon driven by fragrance reviewers, generating awareness that paid budgets could not buy. Paid campaigns support this earned momentum with DTC conversion and seasonal boutique gifting. Explore MFK's ads on AdLibrary.
Instagram campaigns use ultra-luxury visual language — architectural product photography, fragrance ingredient macro photography, and editorial film. Paid social targets high-net-worth fragrance enthusiasts and capitalises on branded search intent generated by TikTok BR540 content.
Core themes: perfumer's mastery ('created by the world's most celebrated nose'), Parisian haute parfumerie heritage, and Baccarat crystal exclusivity. Copy is restrained and sensory — scent description over feature lists. Limited editions and $28,000 collector bottles anchor the prestige narrative.
Baccarat Rouge 540 is the definitive case study in fragrance going viral without influencer marketing budgets. Fragrance reviewer subculture on YouTube and TikTok was the vector — the brand supplied an extraordinary product and the community did the marketing. Post-LVMH, they avoided the brand dilution trap by keeping distribution selective.
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