Karl Lagerfeld celebrates the launch of his new fragrance “Private Karl” in his own (read specific) way. The fashion designer is organizing exclusive VIP Party on Instagram for its fans as part of a promotion for its new fragrance duo (For Her and For Him). Karl Lagerfeld’s “Private Karl” promotion allows consumers to “steal the spotlight” through a private party meant to impress friends. Luxury depends on exclusivity, so by bringing a VIP experience to the digital realm, Karl Lagerfeld is translating traditional sentiment to an important channel where aspirational and established consumers can connect with branded touchpoints.
Karl Lagerfeld’s Private Klub is a new fragrance duo that celebrate youth, life, optimism and the VIP guest list. Female version is floriental with lemon, pink pepper, bergamot, rose, violet, magnolia, almond, musk and cashmeran. Fragrance for men is a spicy aromatic with grapefruit, lavender, basil, peppers, pineapple, cinnamon, cedar, vetiver and coumarin.