±±¾©Èü³µpk10

Revlon is celebrating its 25th birthday with the launch of a new

fragrance, Charlie Silver, and is introducing it with a unique scratch

’n’ sniff front cover, in collaboration with Emap Magazines’ teenage

title, J-17.

The concept, devised by Young & Rubicam’s media department, involves the

covergirl’s T-shirt being covered in a film that releases the perfume

when the surface is scratched. The back cover features the same model

after a Charlie Silver makeover. The spine of the magazine will also

feature the strapline: ’Sniff, sniff, what’s the whiff? Charlie

Silver.’

A pre-issue teaser campaign will run in J-17, Smash Hits and Bliss

promoting the ’best smelling J-17 ever’. The Charlie Silver perfume will

also be endorsed in the editor’s letter in the magazine.

The tie-up is a first for teen magazines, which usually feature perfume

panels in press ads. Jemma Elton, the media planner at Y&R responsible

for the idea, said: ’Scratch ’n’ sniff is very exciting. Research showed

that teenage girls like to smell a perfume before buying and J-17 is the

kind of magazine that gets passed from friend to friend, so it is ideal

to get the brand message across.’

Revlon centralised its worldwide media planning and buying

responsibilities with Y&R at the end of September last year (±±¾©Èü³µpk10,

26 September 1997).

Buying in the UK is handled by Mediapolis.