Comme des Garçons Parfums
Best of Press Coverage:
To launch the new unisex fragrance by Comme des Garcons - Floriental, in the UK
How this was achieved
Launch took place in the Selfridges Oxford Street beauty hall and was attended by top tier press and influencers
Guests were offered breakfast canapés as they sat through a short fragrance presentation by a Puig representative.
An avant-garde art installation by award winning set designer Andy Hillman inspired by the concept of Floriental ‘a disrupted flower’ was previewed
This was followed by an open Q&A and interviews with Andy Hillman.
60 x key media were in attendance including the following titles: Tatler, Wonderland, Marie Claire, In Style, Grazia and Fashion for Lunch.
The new Floriental fragrance featured within key press and blogs, including Fashion for Lunch, Cent Magazine and Wonderland.
An online buzz was immediately achieved after the launch, leading to record sales of the new fragrance within the first two weeks following the launch
The event was deemed such a success that it was used as a template for Puig to replicate in other markets