The American fashion house allows fans an early preview of its newest fragrance, while gaining the potential to market directly to them via news feeds.
With a simple ‘like’ of a dedicated Facebook page, 5,000 fans will be able to get their hands on a sample of Oscar de la Renta’s first eau de parfum in 10 years. Head of marketing for the American fashion house, Michele de Bourbon, told Mashable that the online initiative allows fans of Oscar de la Renta’s who might not be able to afford his more extravagant, couture pieces to “‘experience the world of Oscar’ through its more affordable fragrance line.” She also revealed that the brand sees its Facebook following as an integral value for the company, and that value is only growing. Esprit d’Oscar will be available for retail purchase in two weeks.
Oscar de la Renta’s soft-launch of its fragrance on Facebook is an inventive move that has already picked up steam in the music community. Jay-Z and Kanye West similarly released the single “H.A.M.” from their upcoming full-length, “Watch the Throne” only to Facebook users who clicked ‘like’ on the song’s dedicated Facebook page. The strategy seems like a win for brands employing it—users gain access to and ownership of a coveted, limited-edition, or exclusive product or experience. And with the users’ ‘like,’ brands gain an entryway to insert their own marketing content into these Facebook users’ news feeds.