Taylor Swift appeared at the New York Macy's store (in Tracy Reese) to launch her new fragrance Wonderstruck. But fans at Macy's Atlanta, Miami, Philadelphia, Indianapolis, Washington, D.C., Chicago, Houston, Memphis, San Francisco and Rancho Cucamonga stores as well as on Macys.com, Elizabetharden.com and Swift's Facebook page could all attend the event virtually. Macy's is calling it the first national fragrance launch.
"A personal appearance is great because it gets a celebrity out there, but it's limiting," said Elizabeth Park, evp, North America Marketing for Elizabeth Arden to WWD. "This gives us the opportunity to reach out to millions."
Think she's exaggerating? Swift has 26 million Facebook fans alone.