In a world exclusive for perfumery, Oscar de la Renta, the master of big impact gowns, has launched his first fragrance in a decade – Esprit d’Oscar – via Facebook. There are free samples of the perfume for those who ‘like’ the label’s Facebook page and the fragrance is also being promoted via Tumblr and Twitter. Described as “a floral-oriental fragrance” with notes of citrus, jasmine, orange flower and tuberose, and a warm base of musk, heliotrope, tonka bean and vetiver, this is the brand’s first scent after reacquiring its fragrance license in January 2010, following an 18-month legal dispute with its American distributor L’Oreal.
The label’s digital savviness is largely attributed to its public relations manager, who goes by the Twitter name OscarPRGirl. She has over 43,000 followers on her site, even as the Oscar de la Renta Facebook page seems to be fast passing the 1,50,000 mark itself (current number of ‘likes’: 1,41,033).
While other beauty companies – like Old Spice and Yves Saint Laurent’s Belle d’Opium – have turned to social media in the past, this is the first time that a luxury label is almost entirely skipping out on traditional media for such a major launch.
Would love to see how this one plays out!