The Naked Launch
Seriously who has not heard of the New York design and marketing firm Viceroy Creative that had a tremendous way of doing marketing? Gabrielle Rein and her partner David Moritz decided to go completely naked to launch the rebranding of their business. The rebranding basically broke the internet it was all over the news, not only in the US but even in the Netherlands it was big news!
Viceroy Creative has been all over the news and magazines, but who is Gabrielle Rein, who is the woman behind this successful business? Women On Topp is proud to highlight Gabrielle Rein as the Co-Founder and Creative Director of Viceroy Creative.
From a young age, Rein loved to create art and design. It’s always been a part of her as she is fascinated by visual communication. This led Rein to attend New York’s Fashion Institute of Technology where she achieved her Master in package design.
Experiment gone RIGHT!
According to Rein, Viceroy was an experiment gone right! Rein has never had any entrepreneurial experiences, she didn’t have any expectations when she founded this company without any investments. …And yet it has been fortunate enough that the business grew organically over a 10 year period!
Rein is a truly gifted individual who began her career in the big world of fashion and has collaborated on projects with super famed designers Marc Jacobs, Donna Karan, Milly, John Varvatos, and Dolce & Gabbana. She has worked on branding and design projects for brands including Pepsi, Patrón, Skyy, Colgate and many more. Rein is also the designer of the FIFA World Cup SheBelieves Trophy.
Rein has won awards from Graphic Design USA, the San Francisco World Spirits Competition and the World Beverage Competition for her works in spirits package design, and has been nominated for a Pentaward. Rein was also named one of Luxury Daily’s Women to Watch in 2015 and is a contributor to Women’s Wear Daily and Luxury Daily.
What sets Viceroy Creative apart from other Marketing & Design companies in the area and how do you make sure anyone can find Viceroy Creative?
I don’t. It’s probably not the best form of advertising but if a potential client wants to hire Viceroy they will find us.
We are much smaller than most NYC agencies and our processes are routed in fine art and psychology, which is very different than the typical agency ‘problem/solution’ model.
Who came up with the campaign idea of posing naked to rebrand your company? What has been one of the best responses you got from this campaign?
David Moritz and I was not a fan but well, here we are. This shoot is the bane of my existence! The funniest response was a call from Bridgewater. They wanted to hire us for a job.
Tell us about a case of a client that you are particularly proud of:
The project I am most proud of is for Axiom Space. It allows me to design for good and give back to humanity.
What steps do you take to prepare for a difficult case?
Research. I like to learn new things and the best way is to study up. That’s how I spend most of my free time: research and reading. It’s very glamorous!
What types of requests of clients do you specifically handle?
Any and all requests. If the client needs something related to design/marketing and I can successfully complete the task I will take the request.
How do you manage your work days as the founder of Viceroy Creative? What reward is it giving you?
Every hour of my day is strategically scheduled in advance and that’s how I manage. I like structure and organization. Hyper-organized and detail oriented. Perfection is in the details (if there were such a thing).
The reward I am getting is my team and my clients. I’m lucky to have worked with so many outstanding people and my life is better from having known them. Also being an entrepreneur gives me freedom and flexibility. It feels good to own something and create.
What is Viceroy Creative’s most popular service at the moment and why? And what advice do you most often to your clients?
All things digital. Brands want content, stories, video, cool stuff for the ‘gram. Create something real. Give consumers quality products and make them happy. People are smart and we need to embrace their needs.
What would you like to share and advice to people who are starting a business of their own?
Just try it out, you can always get a job later if it doesn’t work.
When are you not at work, what are some of your favorite pastimes?
I spend all my time with my girls. But I also like to dance and workout, cook, travel, hang with friends. Nothing too exciting. Just live.
What marketing strategy do you use for Viceroy Creative? Have you tried a strategy that did not work at all in the past, what strategy would you advice someone to leave behind?
In the past, I had submitted for design awards and won a bunch but in the end, I don’t think it was a valuable use of time or resources. None of my clients came to me because they saw I won x number of design awards. I no longer have a marketing strategy for the company and it’s going okay at the moment.
Do you believe in destiny or do you think you can control your fate?
I think we all try to have some kind of ‘control’ over our lives and what happens to us but there’s really no such thing. The universe decides.
Tell us about your proudest achievement and what have been some of your failures?
Proudest achievement: Becoming a mom 2x! Learned from failures: I think when you try to be something you’re not to please people it always backfires. I’ve learned it’s best to be yourself and be consistent.
What are the pro and cons of starting a business with your life-partner?
The pros are you get to fight all the time and the cons are there’s a high probability they will no longer be your partner. I recommend not doing this.
![From Music to Perfume: How did your background as a music teacher influence your transition into perfumery, and how do you incorporate your musical sensibilities into creating fragrances? I’ve always thought in terms of metaphors, and music has many that can be related to perfumery! Beyond just thinking in terms of top, middle and base notes [soprano/alto/tenor in choir], I approach each fragrant idea as a composition. When documenting my ideas, song structures often come to mind. As the scent brief is visited, I meditate on what the fragrance should convey - do I want to create an accord or a “chord” of fragrance note combinations? Do I want an a capella soloist (a particular ingredient to stand out more than others?) Many of my thoughts regarding song composition transfers to my scent formulation process, with me treating each note as an intentional soliloquy at some point.
Brand Origin: What inspired you to start Pink MahogHany in 2005, and how has your vision for the brand evolved since its inception?
An avid lover of all things pleasantly scented (with slight modesty), looking back in retrospect, it’s no huge surprise that I’ve created an indie perfume house with just an idea to provide unique options for those who may be sensitive to unnecessary pungency. Initially, I just wanted to evaluate various blends to note their aroma profiles when “played” together…it wasn’t until I had friends and family asking if I knew of brands that catered to those who may be on the more olfactory sensitive side, that I really began to take my research more seriously. In the almost 20 years that Pink MahogHany has been in existence, our micro visions for the brand have evolved to larger territory. Where Pink MahogHany used to only be a personal brand, we are now also a bespoke formulation service provider to other indie brands seeking unique fragrance offerings for their products. These products range from (but are not limited to) perfumes, candles, body butters and lip balms. Ingredient Transparency: You emphasize transparency and the use of desirable ingredients in your products. How do you select your ingredients, and what challenges have you faced in maintaining this standard?
Being an indie brand often comes with a set of assumptions and misconceptions - one of them being more negative than positive as it relates to ingredients used. There is a lot of “fluff” in the industry with labeling falsification. Because fragrance formulas are a trade secret, not every molecular breakdown of a material has to be noted on the ingredient label (it would be incredibly long), but we at Pink MahogHany™️ adhere strongly to the IFRA [International Fragrance Regulatory Association] regulations that state for common and potential allergens to be listed on our ingredient label. We’ve taken this a step further to also include these ingredients listed on our website to promote further transparency, all while protecting our intellectual property. Unfortunately, we’ve had companies to unethically sell lesser expensive “dupes” of our artisan perfumes, so as a way to create a better authenticity stamp, we make it our duty to be honest about our claims. If our perfume says “Rose Bulgaria”, it is in fact just that and not a component of rose being passed off as the source material. Collaborations and Custom Scents: Can you share more about your work with private label clients? What excites you most about creating custom scent solutions for other indie brands? I could easily sum this up in one word and say “Funding.” True, there is money out there, but I’m always thinking outside the box. Having a program that has an “Each One Fund One” mentality doesn’t exist (that I’ve been made aware of). Bootstrapping can be quite the challenge, even when you’ve reached the 6-figure mark annually. Competition to be seen and set apart is extremely high, so having quality packaging and branding is a must. There are lots of factors to consider, though when desiring to make upgrades. If there were a unique, tier-geared funding operation available, it would help perfume brands offset packaging and bulk material costs in the beginning stages.
Industry Challenges: What are some of the biggest challenges you've faced as an independent fragrance house, and how have you overcome them to grow your brand? As the brand continues on the path of organic growth, I would like to expand our reach into schools, offering perfumery as an arts elective for middle and high school. I’d love to partner with botanists, farmers and horticulturists directly to grow and source raw materials for the students to work with in the creation of tinctures. My passion is getting back to nature as best as possible, as nature was my first “scent experience” as a child. We would also love to witness our fragrance creations being used to scent model homes, our focus diffuser blends being used in automobile dealerships as well as partner with Air Bnb and boutique hotels that specialize in highlighting minority, indie brands. Personal Journey: How has your personal experience, particularly as a divorced mother and someone who has experienced the loss of a child, shaped your approach to life and your work in perfumery?
Because I homeschool my twin sons, we are together a lot more than most, so one thing we all do is have moments of sharing where a neutral “floor” is laid to converse about anything. Though they are quite communicative by nature, I realize that sometimes I can be in work mode so much that it spills over into what should be our quality time. My sons see the authentic me and learn how to communicate through seeing authenticity. I’ve learned not to feel as if I have to be the epitome of perfection but allow them to see my imperfections vulnerably but with discernment. Having had two traumatic experiences pretty close together has taught me how to truly slow down and enjoy the simplicities of life - igniting a spiritual aspect that I’ve always carried but never fully explored…until Kenji’s sudden passing (2018.) Grief has a way of catapulting us into a quest for more meaningfulness in both life and business. After Kenji’s passing and my processing through the initial stages of grief, I was able to incorporate our spiritual bond into Pink MahogHany by way of essential oil diffuser blends for both focus and sleep and most recently aromatic perfume elixirs. It’s been quite the process channeling the void of his physical presence, but I also have peace knowing he can be honored in a great way through scent. I noticed once I began to be more open and receptive to spiritual signs, synchs and “winks”, more ideas began to flow. It’s been this way since his transition. Emotional Expression: Fragrance is often tied to memories and emotions. How does your personal life influence the fragrances you create, and do you have a particular scent that holds special meaning to you? My creative process is much more alchemic now, and I include Kenji by talking out loud to him, believe it or not. I’m a firm believer that when our loved ones transition from the physical plane, they are still present - just in another form. I choose to keep his memory alive by not pretending he never existed (even if for a brief period of time). I am working (slowly) on a book and accompanying fragrance, but I know it will require me to revisit some memories I’m not quite ready for, so until then, his big brothers will launch their debut fragrance, The Peaceful Tiger (they chose the name.) I’ve learned that even in what we consider “small things”, our transitioned loved ones want to be recognized and acknowledged. When the twins and I designed their fragrance label (with a designer out of the country that didn’t know anything about me personally), we had issues with the graphic - so much so that the designer asked if they could rework the design. When they sent the proof for approval, the Tiger was not only younger but sleeping, with an uncanny, angelic resemblance to baby Kenji! Becoming more aware and being more sensitive to my intention for launching a fragrance has definitely made room for more divine situations like these to occur. Healing Through Scent: In what ways has creating fragrances been a form of healing or expression for you, especially after the loss of your son, Kenji Mwamba? I know my sons may not necessarily want to be perfumers, but they definitely have an entrepreneurial heart. My desire is that whatever they decide to pursue (acting, script-writing, music or architecture), they know that anything is possible with the right amount of determination, grit, belief and immersion. One reason I chose to homeschool is so they could enjoy learning without restraint and have ample time to devote to their own separate passions and it still be fun. They know Pink MahogHany is theirs if they want it (many, many years from now - lol), and we are already discussing business structures for whatever they choose their role to be once I retire. Work-Life Balance: How do you find balance between your professional responsibilities and personal well-being, and what self-care practices do you prioritize? I’m not just a perfumer; I’m also a consumer, and self-care is huge for me. I often take salt baths to reset my energy and clear my mind after being around large groups of people or free a long day. I’m a habitual perfume sampler, and I have so many to choose from to wear as my “nightcap.” Even if just for 10-15 minutes, I cherish each moment I’m able to have some “me-time.” When time and co-parenting schedules permit, I’m definitely on a flight somewhere to indulge in some delicious food and mouth-watering mocktails!](https://www.womenontopp.com/wp-content/uploads/2024/10/IMG_3812-1200x720.jpeg)
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