Oscar de la Renta is launching its first fragrance in 10 years — and it’s doing so via Facebook.
Over the next few weeks — or, until its supply of 5,000 runs out — the American fashion house will be giving away free samples of its new scent, Espirit d’Oscar, via a special section of its Facebook Page. The full eau de parfum will be available at beauty counters in approximately two weeks.
Michele de Bourbon, Oscar de la Renta’s head of marketing for fragrance, says that the brand’s Facebook fan base is becoming increasingly valuable to the company. And while many of those fans might not be able to purchase one of the label’s $4,000 signature cocktail dresses, many will be able to “experience the world of Oscar” through its more affordable fragrance line, she says.
This is the second time we’ve seen a major fragrance launch marketed on Facebook. Marc Jacobs launched a Facebook game titled “Bang, You’re It!” to build buzz around the launch of its first scent for men last year.
Oscar de la Renta has more than 120,000 fans on Facebook, and maintains an active presence on Twitter and Tumblr. The launch campaign was conceived by Oscar’s in-house marketing team and engineered by Buddy Media.