Prada will be re-releasing its popular 'Prada Candy' fragrance, the launch of which will be accompanied by an innovative marketing campaign starring a virtual avatar.
First introduced in 2011 to attract younger consumers to the brand, the 'Prada Candy' perfume is being brought back for similar reasons but with new messaging because "today’s youth is different from yesterday’s," explains Yann Andrea, International General Manager of Prada Beauty at L’Oréal.
To capture the attention of digital-savvy Gen Z'ers, Prada wanted the physical fragrance to engage directly with the virtual world. As a result, the brand has opted to make the frontwoman for the perfume a "virtual muse," who will interact with the fragrance in a variety of content, including videos and photoshoots.
Virtual Avatar Perfume Campaigns
Prada Utilizes VR for the Relaunch of its 'Prada Candy' Fragrance
Trend Themes
1. Virtual Avatar Campaigns - Marketing campaigns utilizing virtual avatars to engage with younger consumers.
2. Virtual Fragrance Experience - Innovative use of virtual reality technology to create an interactive fragrance experience.
3. Digital Marketing in Perfume Industry - Increasing use of digital marketing and virtual reality technology in the perfume industry.
Industry Implications
1. Beauty and Fragrance - The perfume industry utilizing virtual reality technology to create innovative marketing campaigns.
2. Fashion and Retail - Fashion brands incorporating virtual avatars in their marketing to engage with younger generations.
3. Digital Marketing - Increased demand for digital marketing tactics in the beauty and fashion industry to reach tech-savvy consumers.