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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. Affluent consumers unsatisfied with luxury marketing: YouGov
  2. Subscribe now: Full access to 80,000+ articles, reports, videos and images
  3. Positive feedback, relevant information key to drawing in new consumers
  4. Bulgari incorporates Italian movie motifs into latest collection
  5. Nordstrom contemplates dressing room iPads to elevate customer experience
  6. Net-A-Porter debuts sustainability vertical as demand for eco-conscious luxury grows
  7. Perrier-Jouët pops up in Paris for nature-themed event
  8. Day's wrap: Chaumet, Princess Cruises, Gucci, The Luxury Collection, Balmain and Ulysse Nardin
  9. Ermenegildo Zegna pushes sneaker launch with customization
  10. Gucci campaigns for its timepieces in political-themed ads
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