Gwen Stefani Turns Japanese with Harajuku Brand

Gwen Stefani’s Harajuku Lovers fragrance is, in the pop star’s words, all about “a fatal attraction to cuteness.” But it’s her brilliant fusion of social media and Karaoke that turned my head.

Gwen’s new fragrance line, Harajuku Lovers Fragrance, is a collaboration between COTY and LBi to launch a new interactive marketing campaign with a site that allows fans to record, upload, and share videos of themselves singing Karaoke to the Stefani hit, “Harajuku Girls.” The video is then instantly shared and made visible to everyone visiting the site.

Gwen Stefani says she fell in love with Japanese Harajuku-style pop culture back in 1996 on a visit to Tokyo. It’s allure for her was, “the self-expressive nature of it.” Very RenGen.