Soap Opera Has Faux Launch for Real Fragrance

It wasn’t quite reality TV, but at this event, art—or a soap opera at least—imitated life. On an episode of ABC’s All My Children, the character Simone Torres, publicity head of Fusion Cosmetics played by Terri Ivens, pitches a new fragrance—also called Fusion—to a group of beauty editors. The real-life catch: The extras are all real editors, from publications including Elle, Harper’s Bazaar, and Teen Vogue, wrangled by Kaplow Communications to appear on the show. Kaplow also created gift bags for the taping, giving a touch of reality to the launch (what beauty event doesn’t have a bevy of goodies to take away?). The fragrance is real too—the show’s faux launch is a real marketing ploy to announce the product to viewers. The scent, licensed by AMC Beauty, is scheduled to make its retail debut in October.

—Mark Mavrigian

Photo: Steve Fenn/ABC

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