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Fragrance Connection Through Online Interaction

By: Isaac Lekach
Posted: June 1, 2012, from the June 2012 issue of GCI Magazine.
<em>Selena Gomez</em> fragrance

page 3 of 3

Given the immense number of participants (well over 100,000) and the enthusiasm painted on the faces of the finalists, the campaign appears to have been successful. We established a strong connection between the product and the public, and built on the anticipation of its launch. Of course, there are lots of variables involved in determining the overall success of the brand and the Selena Gomez fragrance—and only time will really tell of its long-term success. Still, at the very least, the journey has been rewarding, exciting and highly educational.

Isaac Lekach is CEO of Gigantic Parfums, a sister company of ID Perfumes. He was instrumental in the launching of the Paris Hilton fragrance for Parlux Fragrances, and was also involved with the fragrance development for brands such as Guess? and Ed Hardy. With Gigantic Parfums, Lekach has worked to launch Purr and Meow! by Katy Perry, among other fragrances.