SINGAPORE. A media launch was held in Singapore late last month for Elizabeth Arden’s new feminine fragrance, Pretty.
Media guests, including The Moodie Report, were treated to a “˜Pretty experience’ at the Screening Room, an entertainment venue with a bar, restaurant and film theatre concept.
Upon arrival, guests were led to a studio-like set-up similar to the fragrance’s print and TV advertising campaign, featuring a lush sofa seat with scattered flowers and a floral wallpaper backdrop.
The pink- and floral-themed event is a reflection of the campaign’s tagline – “Every day, everywhere. Every woman wants to feel pretty”.
Wearing a corsage scented with the Pretty fragrance on their wrists, guests were dolled up with Elizabeth Arden cosmetics and seated on the sofa to have their picture taken. The picture is printed on the spot and presented to the guest as a memorabilia of their Pretty experience.
Elizabeth Arden Global Fragrance Marketing Vice President Geri Archer explained: “Feeling pretty starts at an early age. We all watched our mom getting ready to go out and even today we can still remember the perfume she wore. She taught us how to feel pretty – it became part of our DNA. We wanted to capture that emotional connection in a fragrance.”
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The lush sofa set-up (left) similar to the one in the advertising campaign was the backdrop for the photo-taking sessions | |
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The Elizabeth Arden team giving a presention on the Pretty fragrance to at the Screening Room in Singapore (top row); Media guests enjoying the ‘Pretty experience’ and posing for a souvenir photo (bottom row) | |
As reported, the scent which was previewed at last October’s TFWA World Exhibition in Cannes is described as a “spirited floral” with fruity top notes leading to a floral heart and a base of serene woods.
The fragrance features the premiere of core ingredient Petalia, the new and exclusive Givaudan molecule said to have a “floral character that imparts a unique signature impression”.
The creator of the Pretty juice, perfumer Claude Dir of Givaudan, said he was inspired by the beauty ritual of his wife as he watched her get ready for an evening out. He said: “I was inspired by the graceful touches she made to make herself feel feminine, flirty, irresistible, pretty. The final touch was her fragrance. It was an elegant and charming statement of who she was and how she wanted to feel.
“As she dabbed it delicately onto her pulse points I could envision the textured florals that made up its heart, their delicate pink colour and their irresistibly rich and elegant scent wafting through the air. It was a vision that will stay with me forever. It all came together for me at that moment. I would make a magnificent fragrance to reflect the beauty of her entire ritual.” [All male readers of The Moodie Report now know how to endear themselves to their wife or partner. If a line like that doesn’t work, nothing will -Ed].
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The Pretty product line-up comprises 30ml, 50ml and 100ml edp sprays, priced domestically at S$70, S$88 and S$112, respectively, a 200ml body lotion (S$54) and a body powder with puff (S$68).
The fragrance will be launched in travel retail with Nuance-Watson (Singapore) at the Singapore Changi Airport on 17 March. It will be available at all Elizabeth Arden counters in the domestic market from April.
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