07.20.11
Perfumer's Workshop has rolled out Zipped Premier, the first of four fragrances that make up its new line, Zipped Man, in the first virtual launch by an established house. The website, www.zippedman.com made its debut yesterday with the first of a series of films on the site and on YouTube.
The entire series was broadcast live on the Big Screen Project, a 16 by 30-foot HD format LED screen, between West 29th and 30th Streets at 6th Avenue.
The entire series was broadcast live on the Big Screen Project, a 16 by 30-foot HD format LED screen, between West 29th and 30th Streets at 6th Avenue.
Perfumer's Workshop elected to debut Zipped Man fragrances exclusively online, offering customers a virtual retail destination that is always accessible, forgoing the path of conventional fragrance marketing, the company said. Online content is said to engage with stories that go beyond traditional TV spots in length and boldness, employing YouTube strategies to capture the diverse personalities of the Zipped generation. In addition,the launch will be followed by alternative marketing strategy employing both mobile, viral and grassroots guerilla methods throughout the New York area.
The face and body of Zipped Premier is American model Isaac. There will be "Zipped men,” each identified with one of the scents.
According to president Don Bauchner, "a mental image of Zipped Premier would express clean and sexy at the same time... like just-showered skin."
Zipped Premier will be available in a 1.7 oz for $45 and 3.4 oz for $55, each with a prismatic triangular bottle. Packaging opens with the pull of a zipper, and contains a QR code connecting to the website and videos.