Execute a two‑phase PR strategy to launch Elizabeth Arden’s new Eternal Aura nationally—beginning with press release distribution and targeted outreach to secure exclusive consumer and trade interviews with Leighton Meester, Global Brand Ambassador, and Amber Garrison, President of Elizabeth Arden & Fragrances at Revlon—then sustain momentum with a high‑impact March media event featuring Leighton, senior brand leadership, influencers, and on‑site interviews with four priority outlets. Havas executed a multi‑phase, embargoed launch strategy beginning with exclusive trade and consumer outreach anchored by interviews with Amber Garrison and Leighton Meester. This was followed by targeted, top‑tier beauty seeding and a broader day‑of launch push spotlighting Eternal Aura’s key attributes and purchase availability. To sustain momentum, Havas and Elizabeth Arden hosted an immersive In Her Aura brunch for leading beauty media and influencers, designed to capture the essence of Eternal Aura. A centerpiece panel conversation with Leighton Meester, Amber Garrison, and the perfumer explored the fragrance’s wellness‑driven ingredients and innovation, while the team maximized Leighton’s presence through on‑site interviews with Allure, PEOPLE, Coveteur, and Who What Wear. Guests experienced the scent through guided fragrance discovery moments and an interactive aura photobooth, departing with samples to discover the fragrance over time. In a final brand‑worthy gesture, all event florals were donated post‑event, reinforcing Elizabeth Arden’s commitment to sustainability. The event exceeded expectations, generating strong top‑tier beauty coverage for the launch and follow‑up fragrance roundups, driving meaningful interest through sample requests, achieving full media attendance, securing on‑site interviews with leading outlets, and delivering uniformly positive coverage that reinforced Eternal Aura’s premium positioning.

36+ Top Tier Placements

172M Earned Impressions

11 Reporter Attendance

100% Positive Sentiment