The Fragrance Foundation launches 'One Drop Changes Everything' campaign

NEW YORK The Fragrance Foundation is looking to jazz up the fragrance industry with a new multimedia campaign that will launch in late January in several beauty magazines, such as Cosmopolitan and Seventeen, and in partnership with various retail promotional activity.

According to Rochelle Bloom, president of the foundation, the "One Drop Changes Everything" campaign is a first for the fragrance industry, and primarily is directed at the 62 million consumers who already use fragrances on occasion.

A key component of the multimedia strategy will be an interactive and innovative microsite, www.onemightydrop.com, designed to bring the campaign to life. The site will be the central hub of the campaign, designed to inform, engage and excite the consumer about fragrance.

With a few clicks, visitors will be able to find a fragrance, design their own bottle, read personal perfume stories, get tips and hints from fragrance insiders including how to wear, frequently asked questions and current trends in fragrance. The site will leverage social networking to spread the word via Facebook, Twitter and featured blogs.