2013

STYLIST AND SHORTLIST HELP PACO RABANNE TOP THE CHRISTMAS

FRAGRANCE CHARTS Magazine media helps 1 Million to

the number one slot and puts Lady Millionat number four

In the highly competitive fragrances sector, Best sellers Paco Rabanne’s 1 Million and Lady Million needed to retain their premium position. Their owner, Puig, wanted fresh ideas to activate potential buyers and engage the gifting market at Christmas.

MEDIA AGENCY

PUBLISHER

PLATFORM

AUDIENCE

OBJECTIVE

MEDIA USAGE

MAGAZINES

MPG

Shortlist Media

Print, digital, email

Men and women Christmas shoppers

Drive sales in the Christmas gift market

Magazines

Shortlist, Stylist

for more information visit magnetic.media

Selecting Shortlist Media as partners allowed the fragrances access to their key market via a DPS print advertorial, online display advertising and online adver-torial for each title. Additionally, the media companies’ email newsletters Mr Hyde and Emerald Street deliv-ered a competition incentive to their 50,000 subscrib-ers’ inboxes.

Prizes included a trip to London with a friend, a Selfridges shopping experience, VIP access to a stylish bar, and a luxury hotel stay.

The characters of Lady Million and 1 Million showcased the luxury lifestyle, drawing new subscribers and sustaining customer interest. Gender-specific emails and customised landing pages encouraged potential buyers to enter the competitions and ‘Feel like a million dollars’.

Despite increased TV advertising from competitor fragrances, magazine media helped 1 Million achieved the number one spot for Christmas fragrances, and Lady Million the number four spot. The email competition launch achieved high open rates of 18%, driving traffic to the competition website. An average ten per cent returned to the dedicated competition site (vs a premium brand average of three per cent).

In the face of heavy TV advertising spend and universal use of social media, the Millions fragrance brands chose email as a key new ingredient to support their advertising activity. With an inference of exclusivity, personalised email created the opportunity to target followers with a unique, high profile competition.