Oscar de la Renta launches First Fragrance!!

Storied American fashion house Oscar de la Renta might be known for outfitting ladies who lunch, but it’s also got a tight hold on ladies who read Twitter at lunch. You can thank @OscarPRGirl, the brand’s Twitter ambassador, for that. In recent months Oscar has further delved into social media, setting up a Tumblr and attracting nearly 120,000 followers on Facebook. Now, to launch its first fragrance in 10 years, Esprit d’Oscar, ODLR has created a gorgeous Facebook campaign that allows fans to sign up for a free sample of the new scent, which hits beauty counters in two weeks. (All you have to to do is “Like” ODLR to gain access to the offer.) The fragrance is a modern take on the house’s first-ever fragrance, which launched in 1977. And it’s particularly important for the brand, given that it’s the first scent introduced since the house bought back its fragrance license in January 2010. This is an unprecedented approach to a fragrance launch, and we love it. ODLR is treating its new fan base to something special and undeniably exclusive–we’re sure plenty of them will be buying the bottle a fortnight from now. Until then, you can occupy yourself with this lovely little video documenting the backstage goings-on at Oscar’s fall show.