Unilever Prestige Promotes New Scents

Unilever Prestige, a division of Unilever Cosmetics International, announced the launch of a print advertising campaign for BCBGIRLS, the new fragrance collection developed under a licensing agreement with BCBGMaxAzria. The campaign will appear in U.S. publications beginning in October of this year. The campaign will roll-out to international publications in late 2001.

The advertising for the BCBGIRLS fragrance collection celebrates the unique girl in every woman and taps into the bond between female friends. It features the four BCBGIRLS as they set out in their convertible and includes samples of all four fragrances. It is “a fragrance collection as individual as you are” offering women the option of different fragrances to fit every mood, every occasion and every day.

The inspiration for the BCBGIRLS collection, and ultimately the advertising, came directly from Max Azria the designer behind the BCBGMaxAzria line of contemporary women’s clothing who has made a successful career out of knowing exactly what women want from fashion. Mr. Azria stated, “I do not believe in dictating to women. I believe it is important for them to have choice in their fashion, so why not in their fragrance too?”

Creating a print campaign for the four BCBGIRLS fragrances presented Unilever Prestige with a unique challenge. Laura Lee Miller, President of the Unilever Prestige group said, “The spirit of the BCBGIRLS concept is ‘shared intimacy.’ The moments and secrets that girls share together create powerful bonds and memories.” In addition, Unilever Prestige developed an engaging scentstrip vehicle, which is presented as part of the print ad. This scentstrip allows women to actually “try-on”‘ the four different scents through Delta Graphics’ WearIt technology, whereby consumers can peel off the scented sample and apply the fragrance. Unilever Prestige is the first prestige fragrance house to employ this innovative technology.