Eden Parfums is a division of the Imperial Pharmaceutical Group (IPG) which is a well-established company whose expertise lays in commercialising health and beauty products.
Eden Parfums current portfolio includes the hugely successful global licensing agreement with Modest Management to create the One Direction debut fragrance Our Moment. This launched in 2013 and is both inspired by, and dedicated to, the bands dedicated fan base. The response to One Directions’ scent has already delivered nominations for several awards.
With the launch of One Direction’s multiple award winning debut fragrance, Our Moment, successful launch of flanker scent That Moment, and the 2014 launch of second scent You & I, Eden Parfums are excelling in bringing to market fragrances, which exceed the expectation of the consumer.
- Great care is given to every detail for each scent from the quality proposition of the fragrances, using the finest fragrance oils, packaging, and designs to substantially exceed all expectations. Products from Eden Parfums are manufactured in the UK/Europe and the USA; the company prides itself on its speed to market and quality control.
- Full media support is activated for each fragrance launch, from a fun and cheeky TV spot directed by Vaughan Arnell for Our Moment, one of the most respected music directors in the industry, the comical photoshoot with actor Kayan Novak for That Moment, to digital campaigns that continue to break all the rules. Outdoor advertising included bus and taxi skinning; Eden Parfums continues to paint the world One Direction Fragrance!
- In 2014, Eden Parfums are sponsoring the One Direction ‘Where We Are’ World Stadium Tour and have created a fantastical advertising campaign shown at each show, worldwide.
With the interest in celebrity still strong in the global market, Eden Parfums will continue to build its reach in celebrity licensing with plans to expand into colour cosmetics and hair care.
The Marketing team’s strengths lay in a 360 execution in NPD, digital strategy, and global and local marketing. This is complemented with close relationships with outdoor agencies whose expertise in PR, distribution, and social media strategy are second to none. The new look One Direction Fragrance website, developed by the Eden Parfums marketing team, launched in August 2014.