Boyfriend relaunched last year, with several significant changes. No longer is the perfume sold at Sephora; instead, they’ve transitioned to a direct-to-consumer model that allows for greater control. Walsh also wanted this new Boyfriend to be a full lifestyle brand, a vision that’s come to life with a newsletter and Facebook groups where people can connect with Boyfriend beyond the scent. Walsh has also harnessed the power of social media (and her 886,000 Twitter and 2.3 million Instagram followers) to connect with her customers, who often begin as fans of her on-screen work.
— Read more at How Kate Walsh Brought Back Her Boyfriend Perfume Brand Nearly 10 Years After Its Debut at AdWeek.
I noticed that Sarah Jessica Parker did this, and she brought Covet back recently as well. Very interesting to me. I never tried Boyfriend, though.
Yeah — I think the traditional kinds of licensing & distribution deals aren’t working the way they used to; the market is too different now. You can’t just sign a deal with Coty and assume your fragrance will get the exposure or sales it needs…
I first smelled Boyfriend at Sephora in Los Angeles back in 2013. I liked it a lot. I told my brother who got me a bottle. I still like it. Not one of my everyday perfumes but a very nice and interesting scent, especially for a celebrity fragrance – I do love Lovely by the way- I was happy when she relaunched it. It’s reasonably priced and a very good perfume.