As Dynamite’s fictitous muse, Rachël is energetic, confident, and has a light-hearted spirit and sexy presence. It was only fitting that the launch of Dynamite’s first fragrance capture these elements. To unveil its latest creation, Dynamite held duo events at Panorama Lounge in Toronto and Koko at the Opus Hotel in Montreal. Media guests were introduced to Rachël’s seductive kaleidoscope of sensations as well as enjoy a fashion show of Dynamite’s glittering holiday collection.
The events were part of an overall marketing initiative for Rachël’s launch. To celebrate and share in Rachël’s inspiration, a short narrative story was also included in the fragrance’s packaging and was complemented by an emotion-driven short video clip featured on dynamite.ca. Consumers also had the opportunity to get more acquainted with Rachël’s moments, thoughts and reality on Twitter.