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The designer went on to compare the diverse list of influencer attendees to magazines in the Fifties that sent people rushing to emulate the Hollywood movie stars featured inside. Among those attending Thursday night’s event: Sofie Valkiers, Bruna Tenor, Chantal Trujillo, Peony Lim and Phillip Picardi and Julie Schott, dot-com editors at Teen Vogue and Elle, respectively, who have become influencers in their own right. Additionally, Sexy Ruby muses Martha Hunt, Soo Joo Park and Serayah McNeill will both attend the party, as well as Edita Vilkeviciute, the face of the campaign.
Sexy Ruby, which hits counters worldwide this week and retails from $66 for a 1-oz. bottle to $112 for a 3.4-oz. size, is said to have one of the most significant marketing budgets of any fragrance put out to date by the Estée Lauder Cos. Inc., which owns the license for the Michael Kors fragrance brand. Reportedly, $30 million in marketing muscle will help promote the eau de parfum globally. Compare this to Estée Lauder Pleasures, considered Lauder’s blockbuster fragrance, which reportedly had a $17 million advertising budget. Or Chanel, which an industry source said allotted a whopping $50 million to launch its Gabrielle Chanel eau de parfum.
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The installation for the launch party was conceptualized to include a series of highly “sharable moments,” according to Daniel Annese, global brand president of Aramis and designer fragrances at the Estée Lauder Cos. Inc. These ranged from the ability to enter a life-size ruby and “become a facet” to a room that enlarged one’s shadow by 10 to 15 times to “magnify your sexy.”
Annese maintained that the brand has taken a different approach to messaging around how the scent is described, too.
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