Fresh, an LVMH company, just announced that they partnered with Sony Pictures to launch a trio of fragrances: Eat, Pray and Love, inspired by Elizabeth Gilbert’s best-selling book of the same name. Scheduled to hit 14 US Fresh stores and www.fresh.com on July 15th, a month before the release of the movie starring Julia Roberts.
Has fragrance licencing gone too far? I had to think a bit when I read the article on WWD. It is quite an odd but somewhat interesting spin. It also reminds me of fragrances like Adidas that are a little souless. Are the notes based on the author’s experience? Or on the interpretation of the words by Fresh? Is it an attempt to leverage Julia Roberts as the main character? In any case, the price point is low enough and the packaging similar enough to Fresh look and feel, that it may do well regardless of the unusual association. I am curious to see the online campaign and the actual scents!
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Fresh: Eat, Pray, Love (Has Fragrance gone too far?)
Has fragrance licencing gone too far? I had to think a bit when I read the article on WWD. It is quite an odd but somewhat interesting spin. It also reminds me of fragrances like Adidas that are a little souless. Are the notes based on the author’s experience? Or on the interpretation of the words by Fresh? Is it an attempt to leverage Julia Roberts as the main character? In any case, the price point is low enough and the packaging similar enough to Fresh look and feel, that it may do well regardless of the unusual association. I am curious to see the online campaign and the actual scents!