PR Campaign for the Launching of Gabriela Hearst’s Fragrance
Devising a new product, launch plan, and writing a corresponding press release
For my Fashion PR class, I was asked to create a new collection, product or collaboration with the brand of my choosing, and develop a PR plan that outlines the idea, collaborations, and launch concept. My plan is to launch Gabriela Hearst’s first fragrance, called Tierra. Gabriela Hearst is known for her timeless, ethical, storytelling designs. A fragrance that follows these same principles is the next step to expanding her brand offerings. Although there are many luxury fragrances on the market, currently there are no luxury fashion brands that have a completely clean fragrance that is EWG or B.Corp certified. In terms of the fragrance itself, it’s a clean and earthy unisex scent inspired by her upbringing on a farm in Uruguay. Key ingredients consist of the South American native verbena plant, lemon, cardamom, white tea, sandalwood, and hints of mimosa. Hearst will continue to empower women by inviting female artisans from Manos del Uruguay to design the fragrances packaging. The company’s PR strategy to launch the fragrance will include paid, earned, and owned media. Additionally, there will be an intimate launch event for Tierra taking place in Grasse, France. This event will be a collaboration with Outstanding in the Field, a dining experience that “bring[s] [the] restaurant to the source” (Outstanding in the Field).
Public Relations, product launch, beauty industry, fashion industry, operations, collaborations, strategy
FOR IMMEDIATE RELEASE
Contact Information:
Hannah Swart
Head of Public Relations
650-619-7086 cell/direct
HannahSwart@gabrielahearst.com
Gabriela Hearst Announces The Launch of Her First Fragrance
Gabriela Hearst Launches Tierra: A Clean Fragrance Inspired by Her Upbringing
Paris, France - Gabriela Hearst is excited to announce the launch of Tierra, a B.Corp certified clean fragrance that is both impact driven and luxurious. Key ingredients consist of the South American native verbena plant, lemon, cardamom, white tea, sandalwood, and hints of mimosa, all of which are sustainably sourced. Hearst will continue to empower women by inviting female artisans from Manos del Uruguay to design the fragrances packaging. A portion of proceeds will go to supporting the NAP-Ag plan in Uruguay, which will help the country achieve its commitments established under the Paris Agreement.
There is currently no clean fragrance from a luxury house that exists on the market. For full transparency, it was essential for Hearst to gain B Corp Certification for the product. As with her clothing, the scent will come in TIPA bio-based completely compostable packaging. Starting in June of 2022, The fragrance will be available to shop exclusively at all of her boutiques; as well as at Bergdorf Goodman in store and online.
Before the official launch of Tierra, Hearst will host an intimate event in Grasse, France towards the end of May. This event will be a collaboration with Outstanding in the Field, a dining experience that “bring[s] [the] restaurant to the source” (Outstanding in The Field). Climate activists from EWG will be invited to speak about the importance of clean products; along with the artisans from Manos del Uruguay, who will talk about their inspiration for the artwork. Other invitees include Zoe Kravitz, Laura Dern, Angeline Jolie, Gugu Mbatha-Raw, Elsa Hosk, Caro Duar, Paloma Elsesser, and Jeanne Damas. Here is where the fragrance campaign video will be premiered, before being posted to the Gabriela Hearst Instagram, website, and youtube.
Born in Uruguay, Gabriela Hearst grew up on a farm surrounded by animals and natural beauty, which inspired her to go into a creative field with a lens on sustainability and craftsmanship. She believes that “sustainability is not a choice, it’s a necessity” (Vogue Business). Hearst launched her luxury Mens and Women’s RTW, handbags, and footwear line in the “Fall [of] 2015,” and soon became known for her timeless, ethical, storytelling designs (Gabrielahearst.com). Her line can be found at her Madison Avenue New York Flagship, and Mayfair London location, both of which are sustainably built and operated. For her tireless commitment to sustainability, Hearst has been the recipient of many awards, including the CFDA “American Womenswear Designer of the Year Award [in 2020]” (Gabrielahearst.com). That same year, she was named the creative director at Chloe.
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