Introducing 10 Dries Van Noten Perfumes to the Beauty industry

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The challenge

Belgian fashion designer Dries Van Noten made his debut in the world of beauty in early 2022 by launching his own beauty line with 10 perfumes, 30 different shades of lipstick, and a whole range of beautiful accessories. UPR was asked to set up exclusive interviews with qualitative and relevant top-tier Belgian media outlets to announce the news in Belgium. The Dries Van Noten team planned to roll out the launch on a grand scale. A Global Press Launch Event was planned in which journalists from different parts of the world could participate.

Services & Approach

Places were limited and 3 Belgian press titles could attend. UPR compiled a list were of 3 qualitative and relevant media titles were chosen. Due to covid restrictions, the event was converted last-minute to a digital format. Discovery kits were sent to the three journalists so that they could discover the entire beauty line during the digital reveal. UPR then set up, attended, and followed up the interviews with 3 Belgian core media titles. In addition, UPR maintained contact with Dries Van Noten, Puig, and the media titles to ensure all exclusive footage was conveyed correctly. The interviews were set up with Knack/LeVif Weekend, ELLE, and Sabato. We ensured a selection that allowed us to reach a broad and relevant target group.

  • Media strategy and roll-out
  • (Digital) Interviews
  • Media seeding



The news was very well received being picked up by a big number Tier A media channels. With the interviews, 6 print publications and 5 online publications were generated. Accordingly, the news of the launches was picked up by a wider range of media channels, both in print and online.