Curve for Men social campaign aimed at Gen Z

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NEW YORK — Fragrance brand Curve for Men has launched a 360-degree integrated marketing campaign dubbed #CurveYourReality.


Christina Milian

Curve Fragrances said Wednesday that the campaign targets Generation Z consumers and focuses on bringing “personality, individualism and personalization” to the brand. In a series of short videos, young men spray on Curve and are “transported from their mundane realities to their wildest fantasies.”

Fans can follow #CurveYourReality on the brand’s new Snapchat Channel @CurveFragrances as well as on YouTube, Instagram, Facebook and Twitter.

The Elizabeth Arden brand, which describes Curve for Men as the No. 1 men’s prestige fragrance brand in mass retailers, unveiled the campaign in Manhattan during an evening of holiday festivities hosted by actress and singer/songwriter Christina Milian.

“The #CurveYourReality campaign features real fantasies of Gen Z men. Their fantasies are beyond girls and motorcycles. They are wild, weird and totally amazing,” stated Nelson Miranda, vice president of marketing and global fragrance at Elizabeth Arden. “Through our campaign, we want to share with young men the power of a great scent. A spray of Curve for Men will empower them to unleash the confidence it takes to live their fantasies.”

Known for its sexy scent and accessibility, the Curve for Men fragrance blends refreshing notes of green leaf, Douglas fir, juniper berry and fresh lavender with exotic Italian bergamot, China ginseng, Moroccan cardamom and Colorado cactus, as well as sensual sandalwood, black pepper, amber, vetiver and mahogany.

Curve for Men, which carries a retail price of $52 for 4.2 oz. spray, is sold at Walmart, Target, CVS Pharmacy, Walgreens and Kohl’s.

“I’m so excited to partner with Curve Fragrances to reveal #CurveYourReality for the first time ever,” Milian said in a statement. “The campaign is so fun and, I think, captures the essence of why guys wear cologne in the first place.”


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