Company: La Prairie
Campaign: Life Threads
PR team: In-house
Launch: October 2009
Objective: Luxury skincare brand La Prairie unveiled Life Threads, a new perfume trio including Gold, Silver, and Platinum scents, set to launch in October. The effort will be supported by a promotional strategy that aims to boost brand awareness and reach a new and younger consumer.
“When everything changed drastically at the end of last year, it became clear that you have to come up with new avenues to attract different people in different ways,” said Jaime Maser, director of communications at the company. “We're capitalizing on the Web and working with beauty bloggers more than we used to.”
Idea: The campaign includes a video effort and collaboration with singer-songwriter Lucy Kaplansky. Maser noted that Kaplansky's “The Red Thread” album resonated with Life Threads' concept. The artist wrote a song for the brand which will be available on a Life Threads microsite in October. Kaplansky will also appear at La Prairie outlets during the fall and winter in what the brand is calling “retailtainment.”
“It's not about trying to drive home a message,” Maser said. “We wanted her to write something from the heart.”
The company also worked with New York-based production company MakeBelieve to create nine, 45-second mini films – three per fragrance – inspired by the scents.
Tools: La Prairie previewed the fragrances and films during a media event featuring a Kaplansky performance in June. It was scheduled to officially unveil the effort in August pending an exclusive with WWD. It will promote the videos and in-store efforts, which will launch individually throughout the fall, via online and print beauty media outreach, and a consumer newsletter. Maser said the brand also plans to leverage social media platforms to promote various efforts.
Measurement: The company plans on measuring success through sales of the three fragrances.