French fashion label Thierry Mugler is asking consumers what they #HateToLove in a social effort created for its latest scent, Angel Muse.
Angel Muse is the first fragrance release from the brand, which recently dropped the Thierry and retooled its logo to read as only Mugler in a new, modernized font. Mugler is positioning Angel Muse as “futuristic – gourmet” able to stimulate an “olfactory appetite” to the point of addiction, leading the brand to inquire what guilty pleasures its consumers are addicted to.
Developed by Quentin Bisch, Angel Muse is derived from the 1992 fragrance Angel and features notes of grapefruit, pink berries, hazelnut cream, vetiver and patchouli. This new launch was previewed on Duty Free Hunter a few weeks ago (see story).
Keeping the original scent close at hand, Mugler cast model Georgia May Jagger as the campaign’s ambassador. Ms. Jagger’s mother, model Jerry Hall, was the first face of the Angel perfume line.
In the 50-second film, Mugler explores the addictive qualities of the fragrance through the inclusion of sweets, sex, social media and smartphones, things consumers are commonly addicted to or obsessed. During the campaign video, Ms. Jagger is shown saying, “Love to hate,” the tagline created for the Angel Muse effort.
https://youtu.be/RIB3IpXPjxo
Mugler has continued the message of its campaign film through a Facebook application that looks to followers of the brand to share the things that they #HateToLove.
The app includes a number of options to pick from, increasing the chances of a consumer selecting something they truly #HateToLove. Options include partying, shoes, fragrance, candy and shopping, among others.
Additional option include social commentary by offering “my phone” and “selfies” as suggestions. Since these activities are seen as becoming rude distractions and narcissistic by some, the honest approach may sync with consumers using the app who are aware of their habits.
When a selection is made the image is repurposed with a filter that causes a colored distortion to appear, similar to a television screen without a sound network connection. Unlike other GIF generators, Mugler does not allow consumers to upload their own images or custom #HateToLove subjects. Mugler’s #HateToLove GIF generator can be viewed here.
The finished #HateToLove GIF can be shared across Facebook, Twitter, Tumblr and Pinterest. To further its communication with consumers a text box reading, “This is just the beginning of your addiction,” asks for an email address to receive more “sinful secrets” in the future from Mugler.
