Esprit d’Oscar: Like it to get it

America’s master of big-impact gowns, Oscar de la Renta, is readying the release of his first perfume, Esprit d’Oscar, via a social media. It is informing fans via Facebook and giving away free samples to everyone who “likes” the page in the runup to the launch mid-April.

America’s master of big-impact gowns, Oscar de la Renta, is readying the release of his first perfume, Esprit d’Oscar, via a social media. It is informing fans via Facebook and giving away free samples to everyone who “likes” the page in the runup to the launch mid-April. In the past, social media approaches were taken to promote Yves Saint Laurent’s Belle d’Opium or, famously, Old Spice, but De la Renta has taken prestige beauty democracy to another level with his generous freebies. The campaign has already attracted 1,20,000 fans so far.

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