Summer Push Puts New Elizabeth Arden Fragrance in Teens’ Hands
Elizabeth Arden is working concerts and malls in New York, Miami and Philadelphia to sample its new fragrance for teens girls.
The new, So…? Fragrance with Attitude is available in a number of scents to suit the moods and attitudes of some teenage girls: So…? kiss me, is described on the Web site as a scent for the cheeky and flirtatious girl who likes to tease. So…? desirable brings out the incurable romantic, yet seductive side in every girl And, So…? wild is described to be for the feisty and fun-loving girl who is free to live life over the top.
A branded cargo van rolls into Philadelphia tomorrow where street teams will canvas the Justin Timberlake and Teddy Geiger concerts as part of a major summer promotion to get the fragrance in the hands of girls ages 12 to 18.
The promotions runs for three weeks in each city with a total of about 20,000 scent cards expected to be distributed before the tour makes its last of 45 stops in Miami on Sept. 28, said Melanie Manghinang, manager of brand engagement, Mr. Youth.
The van targets high-traffic locales, such as concerts and malls for hand-to-hand sampling. Bottles of the fragrances are also handed out along with scratch off game cards offering prizes such as MP3 players and So…? products and giveaways. To get the cards, girls must give their name and e-mail address so they can receive a text promotion following the end of the campaign in that market. The messages offer a pair of tickets to “hot” summer concerts for the first 25 people to capture an image of a So…? Fragrance at retail and submit it via text or e-mail. Mr. Youth, New York, handles the promotion.
At each stop, girls can create personalized bumper stickers that get affixed to a billboard that is displayed at each location. An interactive Web site, ExpressYourSo.com, features all things necessary to know about the fragrance, where to buy it and where and when events will be taking place.
The fragrance first launched in the U.K. and is available in the U.S. at a number of retailers, including Kohl’s, Target, Wal-Mart, CVS, Claire’s and H.E.B.
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