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Oscar de la Renta launches exclusive fragrance ring via f-commerce

Oscar de la Renta has turned to f-commerce with the launch of a limited edition cocktail ring featuring a solid concentration of its Esprit d’Oscar fragrance, available exclusively for Facebook fans from today.

Thanks to technology provided by social commerce company 8thBridge, the initiative allows users to shop the product end to end, therefore without leaving their Facebook feed.  (All you have to do is “like” ODLR to access the offer).

According to Erika Bearman, vice president of communications, aka Oscar PR Girl, this marks the beginning of a number of f-commerce exclusives that will follow from the brand, each one designed with its fans in mind.

It also demonstrates Oscar’s continuing dedication to social media, and belief that when it comes to sales, its various platforms (Twitter, Tumblr and Facebook) are particularly suited to its fragrance business. The company won back its fragrance licence just last year, and launched Esprit d’Oscar via a Facebook campaign in April 2011.

By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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