Oscar de la Renta has taken their marketing campaign to a new level with the House’s ‘relatable PR girl’ and freebies in light of the release of Esprit d’Oscar,their first perfume in a decade. With the label’s ingenious ‘PR girl’ at its helm, traditional media has almost been entirely sidestepped in favor of social media.

In addition to giving away free samples to everyone who ‘likes’ the de la Renta Facebook page prior to the mid-April launch, aficionados are encouraged to follow the PR girl on Tumblr just like they would a personal fashion blogger.

Via [Luxuo]