Lancôme launches Tresor Midnight Rose. It is a limited edition of the 1990 fragrance Tresor, dedicated to Travel retail and especially Asia. All features are present for a short term success. The advertising shows Emma Watson. I could say that she was one of the main actors of the Harry Potter Saga but in our business case here, we should say one of the faces of Burberry for the past year. And when we know the huge success of Burberry in Asia, we understand why Lancôme contracted her. The theme looks as romantic as fashionable. It also rings a bell to Lancôme make up lines, giving a “fashionable” side to the french brand. It also rejuvenates the brand, which is not a bad thing. The campaign was shot by Mario Testino. From a olfactive perspective, nothing new around but very well marketed. Red fruits and red flowers are at honour, so should work.
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Arsene Wargas
Arsène is passionate author about luxury watches and joined Luxury Activist team since 2015. While working in PR and marketing he loves to share his passion for luxury Swiss watch-making. He contributes in a regular base with articles around watch brands, history and new launches. Follow Arsène on his social networks.