Oscar de la Renta has opted for social networking sites over traditional media to release its first fragrance in 10 years.
Riding on the success of the @OscarPRGirl Twitter account, Esprit d’Oscar was unveiled on the brand’s Facebook page with fans offered (now sold out) free samples when they “liked” the page.
A backstage video from the designer’s autumn/winter 2011/12 show has also been unveiled, which features models including Karlie Kloss each giving their opinion on the scent.
The fragrance is due to hit retail mid April.
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