Hilary Duff New Fragrance, With Love
Teen pop star Hilary Duff marks her 19-year-old coming of age by launched her first fragrance, With Love Hilary Duff, under the Elizabeth Arden label. With MTV, the 60 second fragrance commercial will air during the show “Made.”
According to the company, the new fragrance – a sparkling oriental – captures the many sides of Hilary Duff. “Hilary Duff is for the young woman who knows that anything is possible, and that she can make her dreams come true – if she is true to her heart.”
The design of the bottle and the whole campaign is perfectly elegant and perfectly Hilary. The magazine insertion features a little towelette with perfume on it, instead of just a sniffy section. With Love … Hilary Duff(TM) is an expression of love in all its forms and dimensions. The unconditional love of family. The generosity of friendship. The breathtaking excitement of romance. And the feeling you get when you create something beautiful, straight from the heart.
Hilary Duff(TM) is a trademark of Rafter H Entertainment, Inc. and is used with permission.
Video commercial of Hilary Duff With Love fragrance
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One Response to “Hilary Duff New Fragrance, With Love”
I’m not at all sure I buy all of what you say here. “Love of family”? “generosity of friendship”? That sounds an awful lot like the advertisers are trying to straddle a line between Duff’s old image as family-friendly teen idol, and the new image she displays here, a line that I just don’t think it’s possible to straddle with any real success.
That being said, I do think this is a very clever market strategy. Tying the fragrance to a specific song title seems like a good idea (though I suppose the real question will be whether the perfume remains viable after the interest in the song wears off). I also like the way they offer an initial teaser video prior to the actual video. And of course, the video itself is full of fascinating messages. I especially like the double use of the word “rush” to suggest she’s always too busy, but also that she – in this perfume – can “give” someone a rush; the ending cliff hanger with the elevator is excellent as well.
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