Luxury Italian jewelry house Bulgari just introduced its newest fragrance, Omnia Pink Sapphire, and it is one that's specifically been launched for the Millennial consumer.
In terms of scent, the product is said to be a "festive floral eau de toilette capturing the essence of the frangipani, sparkling pink pomelo and vanilla musk." Appealing to the Millennial's ever-present wanderlust, Bulgari also describes that the youthful, vibrant scent reminds of Tahini and Polynesia.
Madison Beer, Amanda Steele and Margaret Zhang have been named as the three muses and ambassadors for the new Bulgari fragrance, who also star in the #JustDareBulgari movement. While the brand has previously launched plenty of celebrity-faced campaigns, the female influencers working with Bulgari are helping to intrigue and inspire other women to experience life's novelties in a carefree way.
Millennial Pink Perfumes
Bulgari's Omnia Pink Sapphire Boasts an Effervescent, Whimsical Scent
Trend Themes
1. Millennial Fragrances - Opportunity for creating fragrances targeted specifically towards the Millennial consumer, capturing their unique preferences and lifestyle.
2. Influencer Marketing Campaigns - Disruptive innovation opportunity by leveraging female influencers to inspire and engage consumers in a more authentic way.
3. Experiential Scent Experiences - Potential for creating immersive, multi-sensory experiences centered around fragrances, providing customers with a unique and memorable brand interaction.
Industry Implications
1. Luxury Fragrance - Disruptive innovation potential in leveraging luxury branding and unique fragrance profiles to target and appeal to Millennial consumers.
2. Fashion and Beauty Retail - Opportunity for retailers to collaborate with fragrance brands and influencers to create engaging, immersive experiences that drive foot traffic and sales.
3. Social Media Marketing - Opportunity for social media marketing agencies to leverage influencers and create impactful campaigns that resonate with Millennial consumers.