Naya Scents:
Product Strategy & Growth
Turning a fragrance startup into a product-led business with loyal customers and retention loops.
Context
Between 2020 and 2025, I founded and led Naya Scents, a direct-to-consumer fragrance brand designed to merge personal scent identity with lifestyle storytelling.
In a highly competitive market where most vendors resell imported perfumes, the challenge was clear — how do you build loyalty, differentiation, and trust in a saturated category?
The Challenge
The Nigerian fragrance market is highly competitive and saturated, with countless vendors reselling imported perfumes. Customers often struggle to distinguish between sellers, leading to low loyalty and price-driven choices.
The challenge was how to:
Stand out in a crowded market of lookalike vendors.
Convert one-time buyers into repeat loyal customers.
Build a trustworthy brand experience — not just sell perfumes.
Approach
Customer Journey Map
Impact
176+ loyal customers across 13 states.
High retention and repeat orders via loyalty-focused initiatives.
Achieved product–market fit within a niche of young, urban, expressive consumers.
Transitioned from one-time retail to a service-driven business model.
Reflection
This project taught me how to:
Apply product discovery and user research to a non-digital business.
Build retention loops through incentive design and customer empathy.
Manage the end-to-end product lifecycle — from insight to growth.
Running Naya Scents shaped my foundation as a Product Manager who blends CX strategy and business design thinking to create loyalty-led products.
Campaign Visuals
Marapolsa Movies - Platform Design for Film Discovery
Product Design
UX Flow
MVP Definition
Ride-Hailing Apps Research - Service Experience Insights
UX Research
Survey
Opportunity Mapping