Elizabeth Arden appoints iD Experiential to launch Taylor Swift fragrance

iD Experiential, has been appointed by luxury beauty brand Elizabeth Arden to heighten the profile and launch of global phenomenon Taylor Swift’s new perfume range in the UK.

iD has been tasked to create and deliver a bespoke live brand experience programme to promote Swift’s new ‘Wonderstruck’ fragrance by Elizabeth Arden across 35 Boots stores nationwide. iD will be using their extensive background of brand and fragrance in-store activation to drive sales, sampling and upselling purchases to Wonderstruck’s key customer base of young female fans aged between 13 and 24 years. Purchase incentives for consumers will include an Elizabeth Arden beauty tote bag and free gift.

‘Wonderstruck’ will hit stores at the end of July with in-store promotional activity taking place over a consecutive 4 week period.

Emma Ede, managing director of iD said of the campaign: “We are absolutely thrilled to be working with Elizabeth Arden on our sixth campaign and are proud to be adding Taylor Swift to our portfolio of celebrity fragrance launches. We have previously enjoyed fantastic success with our in-store campaigns for Juicy Couture and Britney Spears’ fragrances and we are certain the Elizabeth Arden and Taylor Swift ‘Wonderstruck’ will be another triumph.”