The perfume will come in a gold-plated package and will be accompanied by an advertising campaign aimed at twenty-five-year-old girls with a “high purchasing power”. Ralph has no doubts about the success of his fragrance and has already scheduled a presentation at the Harrods store in London for October.
Why does the fashion designer think that this perfume will be bought? He believes in the power of marketing. Single women over 25, earning too much and spending most of their time at work, really want love. They do not need perfume as such, they need hope, self-confidence, mysticism and a little humor like “Today after work I will go to Harrods and finally buy myself a concentrate of love.” Ralph Lauren also relies on the brand’s fans and fashion victims who do not care how much to spend – the main thing is to spend on the image.