Another day, another meandering post about Paris Hilton. OK I'm not obsessed with the celebutant, she just keeps cropping up with things that make you look ~ sort of like that boy in Jr. high math class who keeps throwing spit bombs at you because he can't stand to not be the center of attention.
Our subject today is the release of another fragrance from Paris, this one called Siren (which as we can see is meant to conjure images of mermaids and ships crashing onto rocks). Licensee Parlux Fragrances is hoping to grab about $200 million in global sales from the product which will be in stores next month. About 2000 doors will carry Siren - Macy's, Belk, Bon-Ton, Boscov’s and Stage Stores among them.
What is rather interesting about this particular fragrance is the statement that Neil Katz, CEO of Parlux released the other day.
He said, "[Paris is] head and shoulders above so many other celebrities because of her connection with consumers, but also her connection with the paparazzi,” said Katz. “They appreciate that she takes the time to answer their questions, and pose for them. Paris understands the role they play in her business.”
While many of us in the beauty and fashion PR trade don't like to admit it, we more or less count on paparazzi to get shots of celebs wearing or using our client's products in public (just take a look through back posts on this blog of the amazing array of celebrities pushing our client Orbit Baby's stroller - all pap shots for the most part). But to my memory this is one of the first times that a cosmetics brand has publicly mentioned paparazzi shots as a marketing plan. Yes, we know the conversation goes on beyond the camera, but the public acknowledgment is the part that makes my ears perk up.
This matched with the comment that Paris "connects" with consumers makes me take pause. There are a growing number of celebrities who really do connect with consumers - they actually correspond with them on Facebook, Tumblr, and Twitter with endearing regularity like Isaac Mizrahi, Steven Cojocaro, Rachel Zoe, Kim Kardashian, Katy Perry, Tina Fey and many more. By correspond I don't mean they hit and run by posting a link about a product coming out or a show they're headlining and then head out for a shopping trip - they spend time writing back and forth with their fans who follow them - discussing a range of topics and commenting back.
Yes, it's a new age in PR - one of access and two way conversations - not so much staged photo ops any longer (although photos play strongly in the mix as well, but usually they're candids taken by the stars themselves).
As they say, consumers vote with their feet - I'm excited to see how this marketing strategy pans out - at least here in the US.
The print campaign for Siren was shot by Mark Liddell in Los Angeles - advertising is scheduled to start in major titles next month.
WWD describes Siren as having "top notes of juicy mandarin, apricot nectar, and frangipani, with a heart of honeysuckle, coconut orchid and water lily. The drydown consists of vanilla beans, sandalwood and creamy musk. The sculpted glass bottle is designed to represent the tail of a mermaid with pleats that twist around to mimic a splash."
Siren was created by Honorine Blanc with Firmenich and will be available in two sizes of eau de parfum, 1.7 oz. and 3.4 oz., priced $45 and $55, respectively. There will also be a 6.7-oz. body lotion for $28.
source: WWD
