David Beckham and Coty Mark 10 Years With Instinct Gold Edition

A maze of mirrors, a Mediterranean garden and a meditation session were all part of the immersive experience that Coty Inc. and David Beckham created for the press launch of Beckham’s Instinct Gold Edition fragrance at a London events space Thursday. The fragrance marks Beckham’s 10th anniversary of working with Coty, a span that began with the former soccer player launching the original Instinct in 2005. Since then, Beckham’s fragrances have gone on to become the best-performing celebrity brand in Coty’s portfolio, which includes fragrances by Beyoncé, Katy Perry and Jennifer Lopez. “It was the goal at the start.…I wanted to be part of something that in 10 years’ time, we could look back on and [it would]…not be perceived as old-fashioned,” said Beckham, who held a question-and-answer session in a room done up to resemble his own stylish study (the event was designed to mimic the sensory “journey” of creating the fragrance.) Yaël Tuil-Torres, vice president of global marketing, celebrities and fashion division at Coty, said over the past 10 years, Instinct has sold more than 10 million bottles. Together with the original Instinct, there have so far been seven editions of the fragrance, with Instinct Gold Edition the eighth. “With

Follow WWD on Twitter or become a fan on Facebook.

Read More...



from WWD » Jos. A. Bank to Add Abboud Products http://ift.tt/1FWhH6Y

via IFTTT