DKNY Fragrances has extended its DKNY Be Delicious fragrance franchise with a new Skin Hydrating Eau de Toilette collection. It is being launched this month in selected travel retail locations throughout Europe, the Middle East and Africa, and will roll out to the Americas and Asia Pacific from October.
According to the brand, DKNY Be Delicious Skin Hydrating Eau de Toilette delivers all-over, skin-boosting benefits, to optimise the look and feel of bare skin.
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The original juice has been reinvented with an “Apple Fusion Complex”, a blend of ingredients that are clinically proven to help moisturise, smooth and brighten the body.
“DKNY Delicious Skin is a first-of-its-kind fragrance,” noted Stephanie Bruno, Executive Director, Product Development, DKNY Cosmetics. “This gentle and moisturising formulation is clinically proven to provide a smoother, more refined skin surface, while creating a brighter, more radiant appearance.”
The delivery system takes the form of a fine, atomiser spray designed for all-over body misting. It is said to dispense a soft, lightweight veil of product. The signature apple-inspired flacon has been revamped with a more curvaceous design.
The collection comprises DKNY Be Delicious Skin Hydrating Eau de Toilette Spray, DKNY Fresh Blossom Skin Hydrating Eau de Toilette Spray and DKNY Golden Delicious Skin Hydrating Eau de Toilette Spray (the latter is not available in the EMA region.) Each fragrance is available as a 50ml and 100ml.
In other news, DKNY Be Delicious is being supported by a new creative campaign, featuring model Marloes Horst, that combines print, TV and digital, to continue the DKNY/NYC Be Delicious story. Launched in 2004, the original DKNY Be Delicious is claimed to be one of the world’s best-selling fragrances, selling more than 6.5 million bottles each year.
“People come to this city [New York] because it’s full of possibilities and Be Delicious celebrates this,” explained Patti Cohen, Executive Vice President, Global Marketing and Communications, Donna Karan International.
The print campaign, which aims to capture the New York spirit, was shot by photographer Lachlan Bailey. The TV ad, directed by Luca Guadagnino, is set in downtown New York, and features the new face of DKNY Be Delicious, model Baptiste Mayeux. The ad tells the story of a playful temptation as he and Horst catch sight of each other through their apartment windows.
In addition, DKNY Fragrances has launched a new Be Delicious Facebook tab this month. It features an interactive version of the campaign that allows fans to engage with the content throughout the video. The highlight of the user experience is the partnership with DKNY PR Girl illustrator, Dallas Shaw, who presents three potential endings to the commercial. Users contribute to the story by voting on their favourite ending.
