Revlon is celebrating its 25th birthday with the launch of a new
fragrance, Charlie Silver, and is introducing it with a unique scratch
’n’ sniff front cover, in collaboration with Emap Magazines’ teenage
The concept, devised by Young & Rubicam’s media department, involves the
covergirl’s T-shirt being covered in a film that releases the perfume
when the surface is scratched. The back cover features the same model
after a Charlie Silver makeover. The spine of the magazine will also
feature the strapline: ’Sniff, sniff, what’s the whiff? Charlie
A pre-issue teaser campaign will run in J-17, Smash Hits and Bliss
promoting the ’best smelling J-17 ever’. The Charlie Silver perfume will
also be endorsed in the editor’s letter in the magazine.
The tie-up is a first for teen magazines, which usually feature perfume
panels in press ads. Jemma Elton, the media planner at Y&R responsible
for the idea, said: ’Scratch ’n’ sniff is very exciting. Research showed
that teenage girls like to smell a perfume before buying and J-17 is the
kind of magazine that gets passed from friend to friend, so it is ideal
to get the brand message across.’
Revlon centralised its worldwide media planning and buying
responsibilities with Y&R at the end of September last year (Campaign,
26 September 1997).
Buying in the UK is handled by Mediapolis.