The opportunity bell is ringing for aspiring fashion designers (especially those who like pink!) Mariah Carey has teamed up with Elizabeth Arden and Brickfish, a leading social media advertising network, to launch a design-the-dress campaign in celebration of her new fragrance Luscious Pink.
Mariah is reaching out to her fans and encouraging them to go to www.mariahcareybeauty.com and design a “luscious pink” dress for her to wear. She will pick the design that perfectly captures the essence of Luscious Pink – feminine, sparkling, magical and sensual – and work with a clothing designer to make it come to life.
Three dresses will be made – one for Mariah, one for the design winner and one to be auctioned off to benefit the Susan G. Komen breast cancer foundation. Design deadline is Nov. 14, 2008.
The PR Buzz
Although Mariah is known as one of the best-selling artists of all time, she is also known to go on hiatus every once in awhile. I think this campaign is the perfect way for her to launch her perfume and get her name in circulation again.
It’s also a great way for her to reach out to her fans. What says great PR like encouraging a fan to design a dress for a celebrity? I say it’s a win-win PR situation for both the designer and Mariah because the designer gets to show off his/her design on Mariah, and Mariah gets to use this opportunity to create buzz not only about her perfume and herself, but more importantly to raise awarness about breast cancer research.
What do you think of the Luscious Pink campaign?
Take a look at this interview between Mariah Carey and Diane Sawyer on Good Morning America, and see how Mariah is launching the campaign! (skip to 2:50)