Fastrack Perfumes Teams Up with DIVINE for Limited-Edition Fragrance Collection
Fastrack Perfumes has partnered with rapper DIVINE to launch a limited-edition fragrance collection featuring Kohinoor, Baazigar and Triple OG, inspired by hip-hop culture.
SociapaHQ
Fastrack Perfumes has entered the hip-hop universe with the launch of a limited-edition fragrance collection in collaboration with rapper DIVINE, as the youth-focused brand looks to forge a deeper connect with Gen Z and young millennials through culture-led storytelling.
The collection has three fragrances- Kohinoor, Baazigar and Triple OG – each inspired by one of DIVINE’s hit tracks. The fragrances are created to extend the artist’s creative identity beyond music, and are intended to embody the confidence, individuality and street-inspired attitude that comes with hip-hop culture.
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Check out the campaign here:
Culture Meets Fragrance:
Along with the launch, Fastrack rolled out a series of campaign films with DIVINE, with each film personifying an individual fragrance. The campaign is based around music, fashion and street culture to position the collection as a statement of personal style, not just a fragrance collection.
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Commenting on the collaboration, Manish Gupta, CEO, Fragrances & Fashion Accessories, Titan Company Limited, said “Hip-hop has become a cultural movement that influences fashion, language and identity among young consumers. “With our collaboration with DIVINE, we wanted to create fragrances that are more than just smelling good; they represent a vibe and a mindset. “This collection brings the hip-hop energy into everyday self-expression,” he said.
“Fragrance has always been such a big part of my personal style and creative process, so this collaboration was a natural fit. “I’m excited for people to get to experience it,” he said.
The launch is Fastrack Perfumes’ latest bid to reach out to young consumers through a blend of fragrance, music and street culture. Through the collaboration, the brand seeks to offer more engaging and culturally resonant experiences that connect with the youth of India.
The special collection will be available through leading online and offline retail channels across the country.
