Fragrance is infamous for being tough to translate visually. Viktor&Rolf hopes to convey its new Flowerbomb Ruby Orchid fragrance to life with the assistance of drag royalty and Pinterest, utilizing the social media big’s new “Idea adverts” format: a paid partnership that includes creator-produced content material, which is then promoted by the enterprise. “Our new codecs, at the moment in beta, put advertisers within the driver seat with a very new method to create on Pinterest. And not solely is it a brand new method to create, it’s a brand new method to interact, a brand new method to encourage, a brand new method to attain, and a brand new method to get seen on Pinterest.” explains Rachel Goodman, Head of Beauty & Luxury Partnerships at Pinterest. “Idea Pins additionally make it simpler for manufacturers to succeed in audiences on Pinterest since they aren’t ephemeral and don’t disappear after 24 hours.”It’s the style model’s second collaboration with the location, following a profitable marketing campaign of the unique Flowerbomb perfume (of which one bottle was bought each minute within the US in 2021). It’s actually an efficient technique if Pinterest statistics are something to go by: 89% of weekly Pinners use the location for buying inspiration, with 8 in 10 buyers discovering new merchandise by way of the medium. Considering the over 67 million magnificence content-focused customers, that guarantees substantial numbers, particularly since Pinners are 50% extra more likely to buy perfume on-line than non-Pinners.Flowerbomb Ruby Orchid comprises notes of the synonymous flower alongside vine peach and bourbon vanilla. “I like to consider Ruby Orchid as our iconic Flowerbomb perfume after darkish, and dealing with creators like Nicky Doll helped us convey that to life,” states Viktor&Rolf Fragrances VP of Marketing, Catie Cambria. The Marseille-born Nicky Doll (aka Karl Sanchez), greatest generally known as a contestant on Season 12 of RuPaul’s Drag Race, counts Parisian nightlife and J-Pop amongst her influences. The ensuing video marketing campaign sees Sanchez rework from sporting a black hoodie and baseball cap right into a fantastical goddess, donning a strapless shimmering corset robe and matching opera gloves in ruby purple (naturally) and a platinum blonde, and sporting a finger wave bob—a glamorous reverie as embodied in Viktor&Rolf’s trend aesthetic.“We needed to work with Nicky as she effortlessly embodies the brand new Flowerbomb Ruby Orchid perfume: she’s avant-garde, she’s actual, and he or she has that seductive, burlesque edge,” Cambria feedback. “Storytelling, particularly with creators, helps us encapsulate the perfume nearly.” Fantasy as embodied by perfume has all the time had a compelling pull. Viktor&Rolf, Nicky Doll, and Pinterest are actually drenching these visions in a luxurious shade of ruby purple.