On Tuesday, December 6, Curve for Men and Grammy-nominated host Christina Milian debuted the #CurveYourReality campaign at Lightbox Lab in New York City.
With a focus on today’s Generation Z consumers, the #CurveYourReality campaign is inspired by the weirdest and quirkiest fantasies of young men. The campaign features a series of short videos where the young protagonists spray on Curve and are transported from their mundane realities to their wildest fantasies. On Tuesday night, guests were also given the opportunity to each play the lead protagonist at a video booth station, where they could share their own #CurveYourReality short videos instantly on social media with all of their friends.
“We know that social and digital media has changed the way we interact with each other and how brands interact with consumers. With this in mind, we have shifted the way we communicate with consumers today,” explained Nelson Miranda, vice president of marketing, global fragrance at Elizabeth Arden.
Miranda also went on to explain how the young men of Gen Z have fantasies ‘beyond girls and motorcycles.’ While this may certainly be true, Tuesday night’s event host, Christina Milian, may have had everyone in the room second guessing. From her flawless beauty look, to her revealing mesh LaQuan Smith gown, there was no question that the actress & Grammy nominated singer/songwriter continues to inspire the fantasies of young men to this day.
Later in the night, Milian playfully explained why she was the perfect person to help debut Curve’s new campaign. “I’ve always loved a good fragrance on a man. I guess that’s why I’m here; we’re talking about fantasies and teen dreams, so I hope I could be a part of that!”
Milian also added that she wears Curve herself, a nod to the unisex industry trend happening across the fashion, beauty and fragrance industries.
Christina Milian and YouTube blogger @melissaflores | Photo by Cindy Ord
Despite the fact that the market for traditional mass scents has dwindled, Curve has been a best-selling, cult-classic fragrance for more than 15 years. Miranda said he expects a good holiday season, and with a track record like that, I’d say a happy holiday for Elizabeth Arden’s Curve for Men is a pretty safe bet.
