Which ESCADA Girl Are You?

Find your fragrance with ESCADA's new interactive Facebook application

 

ESCADA is launching an eight-week digital campaign to promote its perfume range for younger women: ESCADA Summer Fragrances. With 2012 marking the 20-year anniversary of the range, the campaign, created by Holler, sets out to attract today's younger beauty consumers by resurrecting the history of the fragrances' initial release in the early 1990s.

 

The anniversary sees three products from the original range – Rockin' Rio, Sexy Graffiti and Island Kiss – championed and rereleased in new editions, appealing to those who used to love and wear the brand but with a modern twist.

 

Using Facebook as a medium not only gets straight to the heart of the new target market but also ads a level of discovery and exploration to the product, with girls encouraged to find the right fragrance for them by exploring the site and answering questions about themselves.

 

Visitors to the page are asked about their taste in boys, music, adventure, holidays and their favourite aspects of summer to establish which type of ESCADA Girl they are and which Summer Fragrance is perfect for them. They can then order a free sample of their fragrance before the big reveal of what their equivalent tastes would have been 20 years ago, when the fragrances were first released.

 

Interactive elements in the app allow the user to see what they would look like with hairstyles from a bygone era, watch videos of old pop artists, and swoon over the heart throbs who were all the rage at the time. All the elements are shareable so that content can be shared and compared with friends.

 

Find out which ESCADA girl you are at the Facebook page:
http://www.facebook.com/ESCADA?sk=app_307408889278431

 

Delphine Buttin, Project Manager at ESCADA Fragrances said: ‘The launch of the quiz is really exciting for us as we're tapping into our younger demographic with an engaging piece of digital content that we feel will really appeal. The quiz helps us to define which fragrance will be right according to personality type, and we love the idea of sampling in this way’.

 

Sophie Henderson, Senior Planner at Holler, said: 'Which ESCADA Girl Are You? is a vibrant, fun application which harnesses the period of exploration and discovery that young women go through as they find out who they are. It is a fantastic way of connecting a contemporary personality to each of the 3 re-editioned fragrances, driving new advocates and delivering them samples of the product, whilst celebrating the two decades of heritage within ESCADA Summer Fragrances.'

 

Credits

Project Manager - Gilly Clyde-Smith

Designer - Colin Lee

Art Director - Barry Markham

Senior Planner - Sophie Henderson