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Fashion Media does it for the men
Fashion Media

Global fragrance brand Dior has created a new scent for men entitled Sauvage. The product is touted as ‘a radically fresh composition, dictated by a name that has the ring of a manifesto’. To launch the fragrance to Edgars and Red Square customers, Dior called on Primedia Unlimited’s Fashion Media business.   

In store advertising specialists, Fashion Media ran a two-week national campaign which utilised natural elements such as wood, light and the desert as central themes, and featured Johnny Depp – the ultimate icon for all generations.

“We created an eye catching display consisting of a desert landscape with a curved backdrop, a Dior display unit and four small panels which were edge-lit with LED lights,” says Fashion Media’s Sean Reed.  

“To supplement the arresting main display, we utilised our sensomatic sleeves, activation pads, A1 posters and branded gondola advertising platforms to really dominate the Edgars and Red Square stores, offering Dior great brand exposure,” he says. “This was a true masterpiece which depicted the essence of the brand.”

According to Dior, the Sauvage man follows a cult of elegance, class, good humour and seduction. Revolutionary in 1966, Eau Sauvage was the first men’s fragrance by the House of Dior. Now hailed a great classic, it has always maintained that perfect blend of elegance and irreverence.

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Fashion Media DNA

Powered by Unlimited, Fashion Media holds the advertising rights to in-store advertising for Incredible Connection and Edgars department stores, Edgars Active and Red Square stores nationwide. Fashion Media has the ability to transform in-store spaces and window display areas into 3D industrial brand theatres, providing brands with prominent advertising space on in-store escalators, hanging banners, lifts, gondola ends and sensomatic sleeves. Visit www.fashionmedia.co.za for more.