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Stella McCartney debuts fragrance through 360-degree geo-targeted campaign

January 30, 2012

 

By Rachel Lamb

British label Stella McCartney is introducing L.IL.Y, its first fragrance in almost a decade through a mobile application, Web effort and partnership with London-based department store Selfridges including augmented reality, video and user interaction.

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  1. Brioni launches anniversary capsule at Bergdorf Goodman
  2. Veuve Clicquot debuts après-ski activations
  3. In conversation with Hong Kong property and hotel mogul Adrian Cheng
  4. Dior dives into French Riviera with escapist fragrance
  5. Presentation decks and agenda for Luxury FirstLook Jan. 15
  6. Subscribe now: Full access to 90,000+ articles, reports, videos and images
  7. Free webinar Oct. 27: Finances of the luxury home buyer
  8. Audi propels Santa into the future with electric sleigh
  9. Hermès showcases the surreal for spring campaign
  10. Pratesi continues retail push with new Boston boutique
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