New York, NY (February 29, 2016) – AERIN, the eponymous luxury lifestyle brand from Estee Lauder’s granddaughter Aerin Lauder is launching its new fragrance line. The launch of Mediterranean Honeysuckle is the latest addition to a comprehensive fragrance, beauty and home interiors line up that is carefully curated by Aerin herself. With extensive experience in luxury and beauty, Spring Studios is the perfect partner to develop the launch. Within the fragmented and highly competitive fragrance category, Spring Studios were challenged with striking a balance of creating scaled awareness for the launch while maintaining the brand’s understated elegance. How fragrances are marketed has seen little change over the last 10 -15 years with brands continuing to employ tried and tested models of going to market with an over-reliance on traditional forms of communication. Spring identified an opportunity to use innovation and social utility to help launch Mediterranean Honeysuckle in a fresh and different way.
The Mediterranean Honeysuckle collection is the fruit of Aerin’s travels and personal experiences. Through this fragrance Aerin is taking us on an escape, one that sparks memories and delights the senses, with everyone sharing in that perfect escape. Spring Studios created a mobile web experience that invites consumers into a beautiful escape through their own photos with a bespoke video that can then be shared through their social channels. Consumers can select images from their camera roll, add a music track, the destination and a personalised note. The experience then creates a unique video that is then sent to the consumer via email. Key Influencers including Julie Sarinana, Zanita Whittington, Olivia Thebaut and Lucy Williams will be creating their own #myperfectescape videos to help seed the consumer campaign.
Check out the experience and create your own escape here: