Instagram is now a hotbed of product launches, not just relegated to the niche and new to market but also illustrious fashion houses. Dior has been the latest brand to utilise the social media app for its advertising benefit, launching the brand’s latest fragrance Poison Girl with the assistance of a handful of Aussie Instagram starlets.
While the international face of the bitter orange and rose concoction is fashion favourite Camille Rowe, the brand has embraced social media sensations closer to home as part of an Instagram-only campaign. Elle Ferguson of They All Hate Us is one member of the #poisongirl squad. Joining her are models Steph Claire Smith and Brooke Hogan, who alongside social stars Tully Smyth and Lisa Hamilton of See Want Shop, debuted the fragrance in an Instagram-only photoshoot.
Smyth comments on the shoot: “There is nothing better than getting to work with some of your closest girlfriends - Steph, Brooke and Lisa inspire me every single day. They're sexy and confident and driven - everything that a Poison Girl should be! I feel incredibly lucky to be a part of the #DiorPoisonGirlSquad with these absolute girl bosses.”
Hamilton agrees: “We had the best fun shooting with Dior, it was such a great team and there were plenty of laughs on set! It was also quite special to be a part of something like this alongside some really great friends.”
With each member of the #DiorPoisonGirlSquad in possession of hundreds of thousands of Instagram followers, it’s proof the platform continues to be an influential channel for connecting brands and consumers.
