Elizabeth Arden calls on ID for Taylor Swift perfume launch

Beauty brand Elizabeth Arden is working with ID Experiential to create a brand experience around the launch of Taylor Swift's new perfume range in the UK.

Taylor Swift launches Wonderstruck fragrance
Taylor Swift launches Wonderstruck fragrance

ID is promoting Swift’s new Wonderstruck fragrance across 35 Boots stores nationwide until the end of the month.

ID’s brand ambassadors will be sampling the perfume in store and encouraging shoppers to enter a MTV competition to win the chance to interview Taylor Swift when she is next in the UK. The competition is being run on the brand's Twitter handle, and the televised interview will air on MTV to 1.2 million viewers.

Emma Ede, managing director of ID, said: "We are absolutely thrilled to be working with Elizabeth Arden on our sixth campaign and are proud to be adding Taylor Swift to our portfolio of celebrity fragrance launches. We have previously enjoyed success with our in-store campaigns for Juicy Couture and Britney Spears’ fragrances and we are certain the Elizabeth Arden and Taylor Swift’s Wonderstruck will be another triumph."

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