BIG KISS: Just in time for Valentine’s Day, Prada is puckering up and launching a Web application tied to its No14 Rossetto (Italian for lipstick) fragrance. The new platform, available on the company’s Web site, will allow users to play with funky graphics on backdrops created in collaboration with Michael Rock and Studio 2×4, assembling their own digital mood boards, which they can share across social networks. Prada intends to publish the best boards on its own media networks.
The No14 Rossetto parfum, the 14th in Prada’s Exclusive Scents series, is the result of an ongoing partnership between Miuccia Prada and perfumer Daniela Andrier, who together have concocted highly concentrated scents such as No1 Iris, No6 Tuberose and No11 Cuir Styrax. The Rossetto bottle, in rectangular glass with a rounded black cap, features a white label with bright red lips stamped beneath the Prada logo, with the juice tinted to match.
This story first appeared in the February 14, 2013 issue of WWD. Subscribe Today.