{
  "slug": "heretic-2026-06-15t06-4",
  "company": "Heretic",
  "headline": "Perfume brand partners with horror films and unexpected creators for cultural reach",
  "topic": "{Stash Edge — Brand-Story Play}",
  "source_name": "Glossy",
  "source_url": "https://www.glossy.co/beauty/perfume-brand-heretic-is-leaning-into-the-b-side-of-pop-culture-one-unexpected-collab-at-a-time/",
  "landing": "https://pops4-stash-edge.billing-010.workers.dev/articles/heretic-2026-06-15t06-4",
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      "body": "{Stash Edge — Brand-Story Play}\n◆ SILVER · Collaboration strategy focused on B-side pop culture · Heretic\n\nPerfume brand partners with horror films and unexpected creators for cultural reach.\n\nMost fragrance brands do celebrity partnerships or influencer collabs. Heretic went the opposite direction—they partnered with Nosferatu and Edward Gorey. This is smart because horror fans are voracious, loyal, and largely ignored by mainstream beauty. You get a small but fierce audience instead of a big, distracted one. The unspoken win: these partnerships are probably cheaper than celebrity deals and come with built-in cultural credibility.\n\nMy Stash Take on what it means for the rest of us →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/li/heretic-2026-06-15t06-4\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/li/heretic-2026-06-15t06-4\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/li/heretic-2026-06-15t06-4",
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      "alt_body": "{Stash Edge — Brand-Story Play}\n◆ SILVER · Collaboration strategy focused on B-side pop culture · Heretic\n\nPerfume brand partners with horror films and unexpected creators for cultural reach.\n\nMost fragrance brands do celebrity partnerships or influencer collabs. Heretic went the opposite direction—they partnered with Nosferatu and Edward Gorey. This is smart because horror fans are voracious, loyal, and largely ignored by mainstream beauty. You get a small but fierce audience instead of a big, distracted one. The unspoken win: these partnerships are probably cheaper than celebrity deals and come with built-in cultural credibility.\n\nMy Stash Take on what it means for the rest of us →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/lh/heretic-2026-06-15t06-4\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/lh/heretic-2026-06-15t06-4\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/lh/heretic-2026-06-15t06-4",
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      "body": "{Stash Edge — Brand-Story Play}\n◆ SILVER · Collaboration strategy focused on B-side pop culture · Heretic\n\nPerfume brand partners with horror films and unexpected creators for cultural reach.\n\nMy Stash Take →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/bs/heretic-2026-06-15t06-4",
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    "substack": {
      "label": "Substack · Fending",
      "title": "Perfume brand partners with horror films and unexpected creators for cultural reach",
      "body": "✍️ YOUR NOTE — write 2–3 lines to ONE person so they feel: \"this is about me… I could actually do this… I could make money from this.\" Energize them, make it yours. (This is the part that gets the opens.)\n[ your take… ]\n———\nHere is a real one you can run this week 👇\nPer Glossy, Heretic has expanded its collaboration strategy to include horror films like Nosferatu and The Bride, creators, authors, and Edward Gorey-adjacent figures, building cultural relevance outside mainstream beauty.\nHere's the cool part — the lever almost everyone misses (and you don't have to): pick a cultural lane that is NOT crowded with fragrance brands and partner directly with the property or creator. Heretic chose horror—a genre with committed, underserved fans who are not typical beauty-marketing targets. The move: if you make a product with personality (beauty, apparel, accessories, home), identify one cultural community your competitors are ignoring (horror, sci-fi, literary, indie game, alternative music, true crime), partner with a creator or property in that space, and build three SKUs or capsules tied to that world. You're not trying to appeal to everyone; you're trying to own a subcategory.\nWhat that means for you: Most fragrance brands do celebrity partnerships or influencer collabs. Heretic went the opposite direction—they partnered with Nosferatu and Edward Gorey. This is smart because horror fans are voracious, loyal, and largely ignored by mainstream beauty. You get a small but fierce audience instead of a big, distracted one. The unspoken win: these partnerships are probably cheaper than celebrity deals and come with built-in cultural credibility.\nIf you make, sell, or gift anything with your name on it — this is yours to run. You can do this.\n(Real, not theory — Glossy: https://www.glossy.co/beauty/perfume-brand-heretic-is-leaning-into-the-b-side-of-pop-culture-one-unexpected-collab-at-a-time/.)\n———\nOr — want it built FOR you? Your logo, your products, your own private room, priced and ready, in about five minutes. That's literally what we do →\nhttps://www.pops4.com/vip?utm_source=substack&utm_medium=newsletter&utm_campaign=stash",
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