Playboy Fragrance For Men Ad Goes High-Tech

Mobile phone users who take a photo of any of the 2010 Playboy Playmates featured in the ad and send it to [email protected] will receive access to exclusive images and videos and they will be able to make secure mobile purchases of Coty’s line of Playboy Fragrance for Men.

The tech company behind the program is Mobius, which also provides a secure e-commerce platform in support of the ad campaign that allows users to purchase any of Coty’s line of Playboy Fragrance for Men using only their cell phones. Users who register with Mobius will also have the ability to make future purchases utilizing Mobius’ “quick purchase” feature, which requests a unique image from the user to initiate and confirm a secure online transaction without the need to send credit card information over the air.

“Playboy Fragrance for Men is all about seduction, glamour, indulgence and fun and thus forms a natural partnership with Mobius,” said Jurgen Scharfenstein, senior vice president of marketing for Coty Beauty Lifestyle fragrances. “The inventive, forward thinking promotion is a great opportunity to directly target our core audience of young, trendy men and make a memorable impression on today’s tech-savvy consumer. We look forward to a successful partnership and to furthering the impressive growth of Coty Beauty’s iconic lifestyle power brand in the U.S.”

The Playboy Fragrance for Men portfolio is carried at approximately 15,000 doors in the U.S.