Comme des Garçons Parfums

Best of Press Coverage:

Overall Objective

  • 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.

Results

  • 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