Jewelry and fragrance manufacturer Bulgari is paving the way in multisensory marketing with a new video featuring actress Kirsten Dunst to push its fragrance, Mon Jasmin Noir, that incorporates sight, audio and the envisioning of smell.
LVMH’s Italian fashion house Fendi is extending its product reach to the mobile space with a glorified lookbook, smartphone and tablet-optimized Web site.
Luxury Swiss watchmaker Zenith is taking its digital marketing strategy to the next level by incorporating mobile augmented reality in its iPhone application showcasing the brand’s watch collections.
Today in luxury marketing – Hermes in talks to sell Gaultier stake; Baselworld predicts strong growth in watch sector; Long-term consumer outlook for China luxury; Mercedes-Benz tops Lexus in U.S. luxury sales race for Q1.
LVMH’s Christian Dior is continuing to promote its Miss Dior Cherie fragrance with the launch of the Miss Dior Universe Facebook application and interactive Web site that provides campaign pictures, an extended video and behind-the-scenes footage starring actor Natalie Portman.
A predominant luxury marketing rule in the past had been based on the attitude: “If a celebrity is needed to sell the product, there is a problem with the brand.”
