France: Maison Martin Margiela gets creative with print to promote first fragrance

Two weeks ago, Belgian fashion house Maison Martin Margiela launched its first fragrance (eau de toilette) called “(Untitled)“.  The fragrance was developped in collaboration with L’Oréal’s Luxury Products Division.

On this occasion, Paris creative agency Ryswyck, came up with an impactful creative in the form of blank brush strokes on the cover of some of France’s leading papers such as Libération.  It was in fact a cover wrap which led to a special insert promoting the new fragrance inside the paper.

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