Videos

Full documentary The videos were teased the day prior to the release on the brand’s social media accounts and the three videos compiled together create a documentary about the fragrance. The microsite however, is not visible elsewhere on the brand's Web site, it is solely promoted on the social media accounts. Narrowing microsite Microsites allow consumers to gain a specific understanding of a product without distractions. The use of a microsite and videos for a scent gives the consumer a way to understand the essence of the scent without ever smelling it. For instance, Italian fashion house Dolce & Gabbana launched a limited-edition of its scent Light Blue and has created a microsite to solely promote the fragrance. The microsite allowed consumers to learn product’s ingredients, the concept behind the scent and information about the video campaign. Dolce & Gabbana’s separate microsite allowed the brand to promote a fragrance through narrowing in on the specific product, which can more readily spark the consumer’s interest (see story). Similarly, Aerin Lauder’s Aerin Beauty was building awareness for its fragrance range with a microsite that emphasized featured botanicals found in its signature line of scents. The granddaughter of late beauty mogul Estée Lauder, Aerin Lauder’s eponymous lifestyle brand has a deep, personal association with fragrance. Aerin’s dedicated microsite, The Art of Fragrance, allowed the consumer to explore the brand’s scent profile through interactive touch points that may motivate social sharing (see story). A video and microsite concept lets consumers narrow their focus on a product and creates a ground for a greater awareness among consumers and social media followers. "The description of the scent in the videos helps viewers understand what the fragrance is like, and potentially encourage them to go experience the scent themselves," Ms. Wilson said. "The visualization and movement of video invokes emotion and desire more than words on a website can, so the documentary told in the different voices of those that helped create Cashmere Mist really helped paint a picture of the scent and its story in a very attractive way," she said. Final Take Nancy Buckley, editorial assistant on Luxury Daily, New York