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Thierry Mugler Parfums’ new edt interpretation of Womanity |
To coincide with the launch in May of Womanity Eau Pour Elles – a new, fruity, sweet-savoury eau de toilette – Thierry Mugler is set to innovate and experiment on a global scale with a QR (Quick Response) code campaign, which begins this month.
The code will be circulated on Womanity Eau Pour Elles boxes, in the press and within the Thierry Mugler Circle. It will give access to an interactive, informative and fun mobile site, available in three languages (French, English and Spanish). The site – described as a new chapter in the Womanity digital saga – introduces visitors to the world of Womanity Eau Pour Elles; invites them to take part in competitions; and offers a range of amusing activities.
To access the site, consumers should simply scan the Womanity QR code with a Smartphone (having first downloaded a QR code scanning application) or visit m.edt.womanity.com.
The mobile website is divided into five sections:
– The Womanity Community: this aims to reconnect consumers with the concept of the Womanity line, in keeping with the sustainable development policy of Thierry Mugler and the Clarins group.
– The fragrance: this presents Womanity Eau Pour Elles, its totem bottle and the full range of Womanity products.
– Which fragrance expresses your Womanity? this test determines in three clicks a consumer’s favourite Womanity edition: the eau de parfum or the eau de toilette.
– Win a dream day with friends: this is described as a fun quiz which gives consumers access to a competition over a four-month period; the prize is a special day out (worth €3000) tailored to the winner and two friends. The winner will be drawn at the beginning of August.
– The making of: this video showcases the Womanity Eau Pour Elles advertising clip shot by Ellen Von Unwerth.
– The online store: Available for consumers in France and the US only.
The Womanity QR code operation maintains the Mugler brand’s tradition of innovative web experiments around new media. These include the Blogalaxy, launched in 2007, which invited people to participate in conversations about the Thiery Mugler universe, via their own blogs, before the practice became an established part of everyday life. And the brand has been using e-commerce since September 2007, a time when most luxury brands were still hesitant to harness such technology.
Moreover, Thierry Mugler created the Island of Doctor Muglerstein, a project based on Mugler’s “art of metamorphosis”, on 3D virtual world Second Life.
In March 2010, the Clarins Fragrance Group and Thierry Mugler invited women of the world to connect and communicate through the website www.womanity.com. At launch the site was described as an interactive platform designed to spark creative exchange among women. It has also been used to develop Mugler/Clarins Fragrance Group beauty products.
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