Archive for May, 2010

Jean Paul Gaultier “Le Male” Promotion

Posted in Experiential Marketing, Promotional Events with tags , , , , , , , , on May 31, 2010 by caitlineoconnor

This past week I worked a promotion for Jean Paul Gaultier’s male fragrance named “Le Male”. It was clear that  the promotional event must reflect the brand values which were “luxury, daring and affection”. Therefore the event was held at  The Barbershop Lounge on Newbury Street in Boston which seemed  suitable due to location and the fact that it was a luxury barbershop. Boston was the only city that this event took place in due to its nautical association. This is key since the shape of the Le Male bottle is a man’s torso with sailor stripes. To further play on the sailor theme, we all wore sailor hats and striped shirts.

This promotion was a little different from the other promotions I have worked since it was for an upscale luxury item. For most promotions the goal is to reach as many people as possibly. However, the goal of this particular promotion was to reach the right demographic so the brand image could still be upheld. I think the event was successful at doing this due to the venue utilized as well as the private media parties that were held.

Some pictures from the event: