While beauty can reflect culture, and the beauty industry does sponsor the occasional fine art event, we rarely see the two collaborate on consumer products. Until now.
With a cheeky nod to the common habit of singing in the shower, The Swedish Royal Opera just launched Opera Soap, three different shower gels with scents inspired by Tosca, La Bohème and Carmen. Printed on each label are the lyrics to an aria and a ticket to the opera is included in the price.
“The goal is to be found in an unexpected context, to meet the prospective audience in a place where they wouldn’t dream of finding the Royal Opera,” explains sales manager Maria Ling.
“We want to meet the people that normally don’t go to the opera and give them both the idea and tickets to come visit us.”
Guests at the launch party were positive about the unexpected collaboration.
“People who never visited the opera told us that they would give us a try and our frequent visitors have given us very good feedback, too,” says Ling.
“They came to the event and bought Opera Soap, both to use themselves and as gifts to friends.
“We even had a customer buying six bottles because she wanted to visit the coming performance of Lohengrin several times – she loved Wagner,” Ling added.
The event and the soaps have generated great PR for the opera and Ling would like to encourage other Opera Houses globally to try this kind of creative marketing.
“I would absolutely recommend others to borrow our idea – it is a very attractive way of welcoming the public to experience opera and it gives you a lot of PR both in the media and among the public as word of mouth,” she explained. © Cover Media
Visit www.operasoap.se for more details.