Perfume Marketing: The Sweet Smell of Success

As a Boston marketing writer who always has a wealth of business marketing strategies, here’s a new travel and beauty product on the market that is nothing short of genius!

Finally – various cities will have their own signature scent, making the fragrance the ultimate souvenir! How come no one ever thought of this before?

Entrepreneur and perfumer Gerald Ghislain, along with creative partner Magali Senequier, have created an original concept to offer people the rare opportunity to catch the scents of their world’s most cherished cities. It’s a series of fragrances called The Scent of Departure and it debuted in April 2012.

The Scent of Departure helps you recapture the memories of your unforgettable trip. Each 1.7-oz bottle sells for $45 and has a design that is inspired by a luggage tag. The glass skyscraper bottle features the 3 IATA code letters of the city that it represents: CDG for Paris, JFK for New York City, HKG for Hong Kong, MIL for Milan, SIN for Singapore, and so on.

On the back of each bottle, a narrative transports readers to an enchanted and aromatic journey, leading them to discover – or rediscover – a city’s highlights: from the sun-kissed mandarin and fresh lemon in Bali to the floral/fruity scents of a summer day in Central Park to the fruits and white florals surrounding The Duomo in Venice. Aaah, doesn’t that smell good?

All the fragrances will be for sale in airports and main retail stores as well as on www.thescentofdeparture.com.

And in a related story about perfume, this marketing partnership occurred last year, but I just became aware of it. We have known for a LONG time that movies (especially those geared to children) have always have marketing partners so that everyone can build their brand and make bazillions of bucks.

But here’s the latest from Hollywood: Now you can go the movies and discover that a feature film has its own official fragrance. As a Boston marketing expert and Boston marketing copywriter, I admire this kind of forward-thinking. In fact, I wonder what took this idea so long to come to the forefront.

Romance, the women’s fragrance by Ralph Lauren, was the exclusive sponsor of a 2012 film entitled “The Vow” that premiered at Grauman’s Chinese Theater in Hollywood last February. The movie premiere was attended by the film’s starring cast, including Rachel McAdams and Channing Tatum. And what was center stage at all of the events? Romance. The fragrance name adorned the pink steps lining the custom pink carpet along the Hollywood Walk of Fame, where Channing made his entrance alongside Rachel wearing a Ralph Lauren Purple Label charcoal three-piece suit and furnishings.

Following the premiere, the star-studded audience celebrated the occasion at the film’s official premiere after-party at the Hollywood Roosevelt Hotel where the theme was an elegant wedding reception. A custom wedding cake, created by Hollywood’s favorite dessert maker, Sweet Lady Jane, revealed the logos for the perfume and the movie among its three tier. Those attending posed for pictures in a photo booth where wedding-themed images could be instantaneously uploaded to email and Facebook.

Pink roses and Romance fragrances adorned every section of the venue, and the Ralph Lauren Romance commercial ad, shot by renowned photographer and filmmaker Bruce Weber, and depicting the real-life love story of Argentinean polo player, Nacho Figueras, and his wife, Delfina Blaquier, played for all who attended. That Nacho — who appeared on Oprah once — is indescribably and unbelievably gorgeous – but I have to say – he comes in at a close second to my handsome husband, Bill Kickham, a “black Irish” hunk with big blue eyes. Swoon, swoon.

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