A fragrant idea

Boss Woman targeted at boss womenA few of you lucky ‘leading female executives’ could be excused for having a ‘Diet Cola’ moment sometime in the not so distant.

A few of you lucky ‘leading female executives’ could be excused for having a ‘Diet Cola’ moment sometime in the not so distant. Fashion label Hugo Boss has come up with the perfect way of promoting its first women’s fragrance, Boss Woman.

The perfume’s target consumers, ‘leading female executives’, will be treated to male models sashaying down their office corridors to hand out bottles of the perfume.

Over 55,000 women in 500 offices in London, Manchester, Leeds, Edinburgh, Glasgow, Birmingham, Liverpool, Newcastle, Cardiff, Bristol and Nottingham will be targeted. So keep your eyes peeled girls, that hunk by the drinks machine could be brandishing something special for you.

And on behalf of all female Diary readers everywhere, could I make an impassioned plea for other companies to take up this top-class marketing idea.

Recommended

DM has share of characters

Marketing Week

David Benady is a man on a mission when he comments about the lack of interesting personalities in direct marketing (MW September 14). Is being “larger than life” a nomenclature one would want to append to our industry? Oliver Reed, God bless his soul, was larger than life but – call me old fashioned – […]

Avon ladies to sell lifestyle glossy

Marketing Week

Avon Products, the cosmetics company, is launching a glossy lifestyle magazine called “A”. It is expected to roll out in the UK this month. Avon, which sells products door-to-door, will also start selling make-up through retailers in the US. A spokeswoman says: “At the moment there are no plans for a similar move in the […]

Edge-GMC wins £5m game task

Marketing Week

Codemasters, the video game company, has appointed Edge-GMC to handle its £5m creative account. This includes the launch campaign its new PlayStation football game, LMA Manager 2001.

Comments

    Leave a comment