The Oral-B BLACK 7000 features unique design and over-the-top performance technology: This baby is so advanced it can literally floss your teeth. Head rotation: 44,000 spins per second... Yes faster than a sports car. But the Oral-B BLACK 7000’s most distinguishing characteristic, by far, is its colour: jet black.

Black, of course, is the universal colour of high fashion. So pervasive it even owns a wardrobe class: the Little Black Dress (LBD), a must-have item for any woman of taste.

That sparked an idea: Why not marry the iconic LBD with the Oral-B-BLACK 7000 to create a multi-dimensional fashion experience. And let’s do it on the most fashion-forward stage in the world, Paris. (Where, incidentally, the LBD was born – thank you Coco Chanel.) Thus, the Oral-B-en Vogue PR campaign was to support Oral-B BLACK 7000 launch in France.

In autumn 2013, Oral-B chose VOGUE Paris as the partner to debut the Oral-B-BLACK at Fashion Night Out, one of the most celebrated evenings of the fashion world. Like any true fashion label, the BLACK had its own boutique that night -– the BLACK (pop-up) atelier in rue St Honoré. This allowed the Oral-B BLACK 7000 to share the runway, so to speak, with some of the most coveted brands on the planet. This allowed the 20,000 event attendees to experience the product as it was truly meant to be experienced: as a premier style icon.

The BLACK by Oral-B store was designed with our target audience in mind: fashion bloggers, journalists, trend-setters, celebs.

Throughout the boutique, the product was artfully presented - not like a toothbrush, but like a perfect string of pearls. The product was staged, under spotlights, in glass cases. Lighting was directed to illuminate its sleek build and silky black colour.

A Facebook competition with a QR code linked to the Oral-B Facebook page, allowing participants to win toothbrushes. Journalists received a high fashion press kit: a moleskin-style book embossed with 'BLACK luxurious limited edition' across the front.

The partnership with VOGUE was fully leveraged:

• BLACK by Oral-B signage on the Decaux display boards at the event

• VOGUE's Beauty editorial team posted on the Vogue.com website

• Tweets using #BlackbyOralB and #VFNO from the @VogueParis Twitter

• Circulation of 150,200 copies of the September edition of Vogue, included a supplement dedicated to the VFNO.

The objective was to bring the Oral-B-BLACK 7000 to the attention of French influencers in the fashion and luxury goods sectors so that they would push and feature it for 2013 Christmas lists. We succeeded:

• Over 75 hits, including 2 French national TV shows and luxury issues of key media

• A global reach > 45m

• An influence enlarged to> 1500 influencers that night

• Over 20,000 people attended the evening event

• More than 12 million people were exposed to the Vogue media campaign that featured BLACK

• 900,000 page views of content dedicated to the event on Vogue.fr

Campaign Impact: the Oral-B BLACK 7000 is now a coveted beauty asset amongst trend-setters.