American Marketer


Penhaligon’s expands “Gentlemen” outreach via social photo contest

June 29, 2015

Penhaligon's book Gentlemen Penhaligon's book Gentlemen


British fragrance house Penhaligon's is looking for the ultimate #VeryPenhaligons gentlemen through a social campaign.

To participate, consumers must upload an image of themselves or friends looking “dapper” to social media using the #VeryPenhaligons hashtag. Photo contests are ideal for brands as they help capture the ideal consumer’s personality and sense of style.

Dapper Dans
Those who enter Penhaligon’s summer social contest will be in the running to win $770 to spend on online retailer Mr Porter’s Web site, as well as a year’s supply of the perfumer’s products. Penhaligon's, known for its high-end fragrances, recently entered the men's grooming space with a 15-item range using an archival scent, Bayolea (see story).

The best images will be selected by Penhaligon’s judges who will select five winners. Judges include Jonathon Daniel Pryce of Garcon John, Jenico Preston of the British Fashion Council and Nick Gilbert, Penhaligon’s fragrance ambassador.

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Penhaligon's #VeryPenhaligons promotional image

Since its announcement, the contest has generated images of men in their tailored best while attending social events and routine outings. The contest will run through Aug. 31.

The contest is an add-on to promotions surrounding Penhaligon’s newly release photography book where the perfumer explores the essence of the modern gentleman.

Penhaligon’s worked with photographer Jonathan Daniel Pryce of GarconJon to create the “Gentlemen” book, which features a collection of men from various backgrounds and professions. The brand celebrated the release of the book with a party at the Punch Room at the London Edition Hotel (see story).