Harrods Media launched the exclusive fragrance using high impact promotion showcasing the brand across a multi-media platform.
Harrods launched the exclusive debut fragrance from the fashion house Elie Saab. Harrods wanted to launch a high impact promotion showcasing the brand across a range of advertising platforms in-store including their vast digital screen networks and printed media.
To target a female consumer through a range of innovative media with the purpose of driving sales and raising brand awareness. A premium campaign to launch the renowned
fashion brand into the world of fragrance.
The campaign elements consisted of vibrant lift wraps in a central position on the ground floor of the Harrods store accompanied by a vibrant product showcase on our pop-up promotional site. A right hand page advertisement in the July issue of our Harrods Magazine and vinyls across our tank windows on Brompton Road. Furthermore, branded content was played on our large-scale digital media walls at entrance10, the multi-screen network at entrance 5 and throughout The Cosmetics Hall to further engage the targeted footfall in an influential point of sale environment.
In the first 4-week period 4,333 units of the Elie Saab Perfume were sold and after 8 weeks of the promotion 4,946 units were sold! During period 6 of the campaign the brand ranked number 1 in The Perfumery Hall, proving this campaign to be a huge sucess for both the Elie Saab fashion House and for Harrods.
Through our Harrods magazine Reader's Survey, we have learnt that 62% of our readers have purchased a beauty product after seeing it advertised in our Harrods Magazine. 60% of our readers are interested in reading about beauty. The Elie Saab Fragrance promotion tied in perfectly with our reader's interests - contact us to discuss how we could target this influential, female audience for your brand.