"“Playbook has transformed how our team accesses and manages creative assets. What was once a time-consuming process is now intuitive and efficient, making it easier for everyone to find the content they need when they need it.”
Natalie Nguyen, Art Director, PHLUR
The Challenge: a breakout brand buried in folders
PHLUR is one of fragrance's defining modern names. Since relaunching in 2022, the brand turned scents like Missing Person, Father Figure, and Vanilla Skin into sell-out hits. With a growing wholesale presence anchored by Sephora, PHLUR ships an enormous volume of creative across every channel.
The problem wasn't making the work. It was finding it. PHLUR's asset history lived in SharePoint, a holdover from the brand's early days. But SharePoint was never built for a visual team, with nested folders within folders. As the brand scaled and more departments needed assets, the complaints piled up.
The Solution: a visual-first source of truth
PHLUR's Art Director, Natalie Nguyen, made the call to move the brand's final creative library to Playbook. The difference was immediate.
Every final, approved campaign and editorial asset now lands in Playbook the moment it's ready. Natalie organizes the library by season, with clean subfolders for each shoot, plus dedicated homes for behind-the-scenes content, events, brand partnerships, and UGC. Folder names carry first-use dates and photographer credits, so the team can track usage and licensing at a glance. A few features do the heavy lifting:
- Visual-first storage turns a sprawling asset library into something the whole company can actually navigate.
- Smart search lets anyone pull the exact shot they need by file name or fragrance — a specific scent, a group shot, an EDP versus a body mist.
- Permissions and guest access let PHLUR safely open its library to external retail partners and in-field Sephora teams without losing control.
- Scheduled hide & show and locked boards keep embargoed launches protected — critical when Sephora assets are ready months ahead of going live.
The Impact: one library, every channel
For PHLUR, Playbook became the single place the entire organization pulls from — social, brand, retail, and digital teams, plus external retail partners and field staff at Sephora.
Two years in, the verdict is simple: a beautiful brand finally has a home for its work that's as visual as the work itself — and a team that spends its time creating, not searching.
👉 Want the same for your brand? Schedule a demo with Playbook today.