Oscar de la Renta fragrance hits Facebook

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.