Mastercard to Preview New Fragrances at Fashion Group International’s Night of Stars Celebration
Launch marks the latest evolution in Mastercard’s multisensory brand strategy
This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20211013006175/en/
(Photo: Business Wire)
- Combining two of the most exquisite extractions of Rose known in the world of perfumery – Rose Centifolia Pays cultivated in Grasse and Rose Absolute from
Morocco– Priceless passion illuminates each facet of the storied flower, sweet and honey-like and deeply rich, spicy, and green. Their essence is amplified with an ultra-luxurious assembly of warm woods and red berries completing the fragrance’s signature fiery spirit and passionate allure.
- A high-quality, clean woody, vetiver fragrance designed to convey optimism, Priceless optimism is built around Vetiver Haiti from the Firmenich NaturalsTogether™ program. An elixir of citrus creates immediate optimism with Sicilian Orange, Grapefruit, Mandarin, and Rhubarb. Together they lift the spirits and create an extraverted energy.
“Science has shown that fragrance has the ability to evoke powerful emotional connections and with Priceless, we hope to provide an uplifting, immersive and unforgettable experience to consumers,” said
The fragrances will be available early next year.
Fragrance advances Mastercard’s focus on multisensory branding
In a world where the extraordinary volume of advertising clutter, combined with the shrinking attention span of consumers, has created a perfect storm for brands, forcing them to find new and innovative ways to capture people’s attention and engage them.
Priceless fragrance embodies Mastercard’s inclusivity and sustainability mission
Crafted by two world-renowned female perfumers—Dora Baghriche and Marie Salamagne of Firmenich—the fragrances evoke the spirit of passion and optimism. With the ability to layer them, they also express individual identity, representing Mastercard’s commitment to inclusivity.
The fragrances also showcase Mastercard’s continued emphasis on sustainability. A handful of the ingredients are derived from Firmenich’s NaturalsTogether™ program, which sources from some of the most precious, innovative, and sustainable natural ingredients, supplied by 22 producers across 25 countries, contributing to the livelihoods of thousands of small farmers families.
“Firmenich is thrilled to be a part of this novel sensorial approach to capturing and maintaining consumer attention, says