OXGN Taps Geloy Concepcion for “What You See Isn’t Everything” Campaign
The collaboration transforms OXGN’s fragrance collection into a portrait series exploring scent, identity, and self-expression
- Photographer and storyteller Geloy Concepcion leads OXGN’s campaign, featuring nine individuals selected through an Instagram casting call.
- Each portrait represents a fragrance, connecting scent with personal identity and individuality.
Nine scents. Nine portraits. Nine personalities.
OXGN is giving fragrance a more personal dimension with DECODED, a creative campaign developed in collaboration with photographer and storyteller Geloy Concepcion. Built around the idea that scent can reveal different sides of a person, the project brings together nine individuals, each representing a fragrance from the brand’s collection.
The campaign began with Geloy opening a casting call through his Instagram account, inviting members of his online community to participate. Nine individuals were selected and photographed in his studio, with each portrait capturing a distinct personality and energy.
Taking audiences behind the scenes, DECODED follows the process from the initial casting call to the final images. Rather than presenting fragrance as a conventional product showcase, the campaign connects each scent to an individual story, making the collection feel more personal and relatable.
A fragrance for every side of you
OXGN’s fragrance collection features nine scents: Midnight Apple, Cedar Nutmeg, Aquatic Mint, Rich Amber, CashmereCashmereA luxuriously soft, warm fiber obtained from the undercoat of cashmere goats, valued for its lightness and insulation. In menswear, cashmere appears in sweaters, scarves, and coats that signal understatedGo to Cashmere Glossary Wood, Praline Vanilla, Sweet Jasmine, Birch Bergamot, and Violet Bloom. Each offers a distinct fragrance profile designed to suit different preferences, personalities, and moods.
Through DECODED, every scent takes on a distinct identity, represented by one of the campaign’s participants. Together, the portraits reflect the many ways people express themselves, encouraging consumers to find a fragrance that feels familiar or captures a side of themselves they want to explore.
For OXGN, the collaboration reinforces the idea that self-expression extends beyond personal style. Just as clothing communicates individuality, fragrance offers another way to define how someone feels and presents themselves to the world.
Discover the collection
OXGN’s fragrance collection officially launched on October 28, 2026, and is available exclusively online. Consumers can also experience the collection at a dedicated OXGN pop-up booth at SM North EDSA, running from October 29 to November 4.
By bringing Geloy’s photography and storytelling into the campaign, OXGN creates a more human connection between its fragrances and the people who wear them. The portraits invite audiences to look beyond the scent itself and discover the personality behind each one.
Nine scents, nine portraits, and nine personalities—the DECODED campaign encourages consumers to find the fragrance that feels most like them, or one that expresses a side they have yet to reveal.
Frequently Asked Questions
DECODED is a fragrance campaign by OXGN, in collaboration with photographer and storyteller Geloy Concepcion, that explores scent, identity, and self-expression.
Geloy opened a casting call ux his Instagram account and selected nine individuals to represent the collection’s nine fragrances.
The collection features nine scents, including Midnight Apple, Cedar Nutmeg, Aquatic Mint, Rich Amber, and Violet Bloom.
The collection is available exclusively online.
A dedicated OXGN pop-up booth at SM North EDSA runs from October 29 to November 4, 2026.
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