For over three decades, fragrance brand Impulse has been a firm favourite among young and old. In September 2018, the brand relaunched with a brand new range consisting of seven variants, three of which were created by one of Mzansi’s own – Boity Thulo. Along with inspiring messages of #TrustYourImpulse, #OwnYourThrone and sisterhood, the brand also celebrated their partnership with Boity in a suave affair in Sandton on Thursday, 27 September with some of the country’s a-list personalities.
Undoubtedly the most talked-about event of the week, Boity, along with representatives of the brand, her family and industry friends, enjoyed an incredible evening celebrating this new partnership and the stunning new range. Through a multitude of activities that prompted both introspection and interaction, including a “create your own Impulse fragrance” station and a Sisterhood Pledge Wall, each guest left the event feeling ready and inspired to live out the brand, and Boity’s, ethos. One of the highlights of the evening was when Boity performed her brand new single, “Wuz Dat?”, to the surprise and delight of her guests.
“As a brand, last night’s launch was a culmination of months of planning, dreaming big and finally, revealing the new Impulse to South Africa. Choosing to partner with Boity on this journey was an easy decision for the brand. Not only is she someone who young women look up to, but she is also unique, fun, energetic and creative,” says Sphelele Mjadu, Senior Public Relations Manager, Unilever Beauty and Personal Care. “Through this campaign, we also want to share a message to the young women of this country: your dreams matter. You can do anything you put your mind to. You are the queen in your queendom. But you don’t have to walk this road alone – you have your sisterhood to support you. And that is what #TrustYourImpulse and #OwnYourThrone is all about.”
In addition to the three Limited Edition Boity variants, there are also four new variants within the range, all with fun, distinctive and unique name combinations like Burnt Marshmallow & Leather Jacket, White Lace & Festival Fields, Purple Petals & Smoky Sky, and Tropical Beach & Espresso – fragrances of which were inspired by the world’s most popular fine fragrances and created in conjunction with the world’s biggest fragrance houses.
To join the conversation on social media, follow Impulse on Instagram @impulse_southafrica, Facebook @ImpulseSouthAfrica and Twitter @ImpulseSA with hashtags #TrustYourImpulse and #OwnYourThrone. Impulse is available nationwide at all major retailers.