Taylor Swift Goes Tech With "Wonderstruck Enchanted" Fragrance Launch

Oh that Taylor Swift. She loves to include her fans in everything, including her second scent, "Wonderstuck Enchanted."

Parent co. Elizabeth Arden integrated Aurasma, the world's leading augmented reality platform, to create an interactive print campaign.

What is an augmented reality campaign?

Well, fans that signed up for free samples via Facebook received instructions to download Aurasma Lite, a free mobile app available for download from the iTunes App Store and Google Play. Once fans download the Aurasma app, they placed their smartphone's viewfinder over the direct mail piece to discover hidden video content featuring Taylor Swift!

After watching a special video, viewers are presented on-screen options to access the "Wonderstruck" social feed on Twitter, which is at www.twitter.com/Wonderstruck or shop for the fragrance at Macys.com.

From October 2012 through early 2013, readers can also use Aurasma Lite to discover special digital content behind "Wonderstruck Enchanted" print ads running in nationwide U.S. magazine titles.

Swift will release new album Red on October 22.

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Taylor Swift: 'Wonderstruck Enchanted' Ad Revealed!

Taylor Swift wows in a drop dead red dress in this brand new ad for her upcoming fragrance Wonderstruck Enchanted!

“Wonderstruck is about that moment when you instantly feel a connection to someone, but then there’s that feeling of being completely enamored — enchanted — when you know a little more about that someone and still feel that strong connection” the 22-year-old musician shared in a statement.

T‘s new scent is filled with an irresistible blend of luscious wild berries and sugar-glazed petals, wrapped in a touch of sensuality for a captivating signature.

Look out for the fragrance, in stores in September!


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Taylor Swift Announces Second Scent, Wonderstruck Enchanted

There’s no stopping Taylor Swift! The star is releasing her second fragrance, Wonderstruck Enchanted, this September.

The new scent is a follow-up to her highly successful first foray into the perfume business, Wonderstruck.

“Wonderstruck Enchanted is the next chapter in the story of my Wonderstruck fragrance,” Swift tells WWD.

“Wonderstruck is about that moment when you instantly feel a connection to someone, but then there’s that feeling of being completely enamored — enchanted — when you know a little more about that someone and still feel that strong connection.”

The iridescent crimson bottle is bejeweled with a cluster of antique gold charms, which were hand-selected by Swift herself, to give it a vintage feel. The Oriental gourmand scent is a blend of creamy flowers and sensual woods including notes of wild berries, sugar-glazed petals and white musk.


Wonderstruck Enchanted will be available in department and specialty stores in September 2012. Prices start at $49.50 for Eau de Parfum spray, $18 for a rollerball and $29 for body lotion.

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Taylor Swift Announces Second Scent Dubbed 'Wonderstruck Enchanted'

She struck gold with her Wonderstruck perfume, and now Taylor Swift is hoping lightning will strike twice when she drops her new scent Wonderstruck Enchanted this fall.

The “Should’ve Said No” songstress told press that this time around she’s going for a ‘drunk on love’ vibe with her forthcoming potion.

“Wonderstruck Enchanted is the next chapter in the story of my Wonderstruck fragrance. Wonderstruck is about that moment when you instantly feel a connection to someone, but then there’s that feeling of being completely enamored — enchanted — when you know a little more about that someone and still feel that strong connection.”

Meanwhile, Elizabeth Arden marketing honcho Lori Mariano sees big numbers for the new scent. “Wonderstruck was such a huge success for us — we wanted to carry momentum forward.”

In its various forms, Wonderstruck Enchanted will range in price from $18 to $59.50.


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