On Tuesday, April 12, 2011, Aramis and Designer Fragrances hosted an interactive press event to introduce the newest fragrance to the Coach family - Coach Poppy Flower.
The theme of the event was flower arranging and the brand partnered with Denise Porcaro, founder and owner of Flower Girl, a chic downtown flower boutique that caters to style mavens. Denise, along with Senior Vice President of Fragrance Development Worldwide, Karyn Khoury, educated press on the new fragrance by showing how the art of fragrance making parlays closely into bouquet making.
The event was housed at the chic Nolita-based restaurant Tartinery, where ADF Global Communications team welcomed over 85 publications, bloggers and producers throughout the day. In addition, we held a special session for retailers.
Upon arriving at the venue, editors were greeted with chalk art featuring the graffiti logo for Coach Poppy Flower as seen on the packaging. Flower balls adorned each step as guests descended the stairs to the main event space where a tree in the center “popped” with cherry blossoms, Coach Poppy Flower branded ribbon and fragrance bottles hung from the branches. Sweet treats including petit-fours and macaroons in shades of purple were set-out along with a variety of the restaurant’s namesake tartines. Guests mingled and then took their seats at one of the five “stations” where a vase with clippers and a small hand towel tied together with Coach Poppy Flower ribbon was placed.
Francesca Damato, Executive Director of Global Marketing, spoke to the fragrance concept and positioning as flat screens on the wall showed the new national ad, followed by the behind the scenes video, illustrating how the ad visual came to life.
Karyn Khoury spoke to current fragrance trends and the success of the original Coach Poppy scent. She then introduced flower designer Denise Porcaro who led guests through the building of a bouquet using the notes of the fragrance. Beginning with the top, Denise gave tips for creating a bouquet as Karyn presented the corresponding accord. The presentation concluded with the unveiling of the Poppy Flower fragrance as guests completed their own bouquets.
The event was fun, cheerful and the perfect escape for guests from the April showers outside. The fragrance was very well received and the Global Communications team has already garnered multiple confirmations for placements in September books.
Coach Poppy Flower launched exclusively at Coach Boutiques nationwide in July 2011 and will roll-out to fine department stores beginning in August 2011.