Caswell-Massey, an 18th-century personal care brand founded 24 years before the Declaration of Independence was signed, has struck a spark of rebirth. And it happened on the ultimate 21st-century launchpad — Facebook.
During the last two weeks, the new management team — chief executive officer Robert Brady and Carlos Timiraos, executive vice president of sales and marketing — have been using the Internet site to distribute samples of one of the three new brands they are launching this fall in an ambitious agenda to renew the 260-year-old franchise. Facebook visitors are being asked to click the “like” button if they wish to receive a packet of Almond & Aloe body lotion. The number of like clicks hit 75,000, Brady said, noting that 90 percent of respondents have been women aged 25 to 35 years old, which is on-target for the new marketing campaign. The typical Caswell-Massey user is now about age 50, he observed.
Hermès is launching a Laundromat pop-up shop in NYC - dubbed Hermèsmatic - where customers can bring their old scarves to be dip-dyed by an expert. Get all the details on WWD.com. #wwdnews (📷: @donstahl)