British heritage brand Burberry are set to launch their latest fragrance via social media platform Facebook.
Burberry’s basic premise will be that their new fragrance (Burberry Body) tester’s will be available for fans whom want to smell before they purchase.
Those interested in seeing (and smelling) a glimpse before the fragrance hits stores can visit the Burberry Body tab on its official Facebook page and request a sample.
Christopher Bailey, Burberry’s chief creative officer, who was one of the first to initiate media coverage via a live streaming of his own catwalk shows from London Fashion Week, announced the program via YouTube (above).
The fragrance will be available to purchase in stores next month (September 2011) and with over 7.6 million Facebook fans Burberry are cleverly pulling in a new niche market for those with disposable income ready for the launch.
This isn’t the first time however that Facebook has helped launch a mass market fragrance. Earlier this year luxury designer Oscar de la Renta gave away 25,000 samples of its flagship fragrance in just three days by initiating the same idea – the fashion house’s response was a 40% rise on its own Facebook page under the brands Likes button.