Parlux focuses on product, enhances Hilton's image

For the launch of Paris Hilton's fourth fragrance, Can Can, Parlux Fragrances wanted to focus on the product message and overcome any negative perceptions of Hilton based on recent personal challenges.

For the launch of Paris Hilton's fourth fragrance, Can Can, Parlux Fragrances wanted to focus on the product message and overcome any negative perceptions of Hilton based on recent personal challenges.

"The launch of Can Can was an opportunity to bring new interest to Paris; to allow her fans to experience her in a fun, fabulous, and flirty way," says Neil Katz, CEO, Parlux Fragrances.

Strategy

An October launch made the fragrance a good gift for the 2007 holidays. To drive in-store traffic, Parlux Fragrances sought coverage in long lead magazines, and also in-store support for Hilton's five-city tour. "We wanted to keep the focus on Can Can, but also capitalize on the media's interest surrounding Paris Hilton," says Lori Zelenko, president, LSZ Communications.

Tactics

Outreach included national fashion magazines, where editors received pre-production bottles to photograph for gift guides and other stories, and Spanish-language media. To coincide with the October 1 launch, the team secured a segment on Entertainment Tonight and other entertainment TV coverage. A five-city tour included stops in Los Angeles, New York, Philadelphia, San Jose, and Miami, where Paris made in-store appearances.

Results

Zelenko says pre-Christmas sales for Hilton's fragrances rose 30% from last year, due to store traffic and interest in Paris. Stores where Hilton appeared averaged sales between $30,000 and $50,000 from October 22 to December 6. TV and Web clips produced 125 million impressions, and the campaign garnered about 35 million print impressions.

Future

LSZ Communications will work with Parlux on both a new brand from Guess fragrances and the Jessica Simpson fragrance for Fall 2008.

Parlux fragrances

PR team: Parlux Fragrances, Inc (Fort Lauderdale) and LSZ Communications (New York)

Campaign: Paris Hilton Can Can

Duration: June to December 2007

Budget: $150,000

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