Venerable fashion house Oscar de la Renta is launching its first fragrance in a decade — which in and of itself is worthy of buzz. But to exponentially increase the hubbub, the company is releasing the new scent through a designated section of its Facebook page. (If that doesn’t illustrate the difference between a 2011 perfume launch and one that took place ten years ago, we don’t know what does.)
Michele de Bourbon, the company’s head of fragrance marketing, reportedly said Oscar de la Renta’s Facebook fan base is becoming more and more important to the company.
And so, in keeping with their importance, Facebook users can like Oscar de la Renta’s page (pictured above) to register to receive a free “deluxe” sample of Esprit d’Oscar, at least until the supply of 5,000 runs out. And of course, after fans register, they can invite friends to do so as well. The sharing component brings to mind other viral marketing campaigns predicated on using regular people as brand ambassadors. It also falls into step with a Marc Jacobs Facebook campaign for the launch of his mens’ fragrance, Bang, which featured a simplistic game called “Bang, You’re It!.” The game involves friends “banging” each others’ photos online — similar to poking a Facebook friend’s profile, only the banging was completed through an app on the Marc Jacobs Facebook page.
De la Renta’s Facebook marketing, however, is notable for its generosity — you can receive a decent-sized free sample at your doorstep, all for the price of “liking” a page and typing in your address. Such luxurious beneficence is in keeping with the brand’s high-end perch in the industry — so in the end, the launch stays consistent with the brand’s image, even if it uses Facebook as a contemporary road to get there.