Yves SLaint Laurent

French fashion house Yves Saint Laurent has followed the lead set by Calvin Klein a few months ago by promoting a fragrance in Second Life.

CK used SL to tie-in with the launch of IN2U – A Rivers Run Red campaign.

Like the Food and Drink category, Perfumes are at first take a difficult product to promote in a virtual landscape for obvious reasons. The key here is applying a branded experience rather than being product centric.

Marketers can order the Luxury Brands sector case study here.

yves_001.jpg

YSL is using a fuschia-themed island in SL on a tactical basis during October to promote their new fragrance Elle.

luxury-brands.jpg

Marketing Director of YSL Fragrances, Thomas Lalague commented.

“Elle is geared toward “an active woman who is urban and contemporary, daring and elegant, attractive and bohemian, smart and sexy. A woman who is open to the world and who wants to express her personality.”

The theme of the island is the story of Elle using audio/video of the TV spot as well as rooms containng further information.

yves_003.jpg
Supporting the initiative is a microsite and here’s the SLurl.

yves_004.jpg

yves_005.jpg