By  on February 1, 2018

Mugler Aura

Of Note: Twenty-six years after launching its first fragrance, Angel, Mugler is adding a third pillar to its lineup: Aura. This floriental scent is meant to represent the changing image of Mugler, which dropped the “Thierry” from its name in 2016, to attract a younger consumer. “We needed to launch a fragrance that talked to this woman who lives in such a busy world and digital landscape,” said Amy Braden, vice president of marketing for the Clarins Fragrance Group. “We felt that by launching Aura we would have a fragrance that really is about her and all that she embodies.” Mugler is pushing a large digital strategy for Aura and also is partnering with Live Nation’s Electric Daisy Carnival in Las Vegas, Los Angeles and Orlando in the fall for an events-based program that will include sampling and Instagrammable moments.

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