Clive Christian has invited 30 students from London’s Royal College of Music to interpret three of the luxury fragrance brand’s scents, X, 1872 and No. 1, into piano compositions as part of a new marketing campaign, The Sound of Perfume. In a reality television-inspired video log format, the brand has launched an accompanying Web site on which viewers can see videos of the students’ journeys as they attempt to transform aromatic notes into key notes. The site will publicize within the next few months which finalists have been chosen by the judges—the Royal College of Music’s head of composition, William Mival, and British pianist Andrew Ball. The final winner will be crowned at a culminating event in February 2009.
Fragrance Marketing Campaign Solicits Piano Compositions
Dec 19th, 2008
