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.