Baccarat and Vestiaire Collective made their TV show debuts in the Netflix series this season in an effort to reach a new demographic.
Netflix original series Emily in Paris isn’t exactly prestige TV. The show’s bright, colorful scenes and low-stakes plots have led some viewers to describe the experience as “CoComelon for adults.”
Still, the show is attracting high-brow brand attention. Luxury brands including AMI Paris, Boucheron, and Augustinus Bader were featured in Season 4 as clients of main character Emily Cooper, who works at a French ad agency. Other high-end brands, like Louis Vuitton, Porsche, and Rimowa, also make more low-key appearances in the latest season, which quickly became the No. 1 series on Netflix when its first five episodes were released in August.
Baccarat, the 260-year-old French crystal company that also sells fragrances and operates a hotel business, was featured early in Season 4 as a client looking for help in selling a fictional perfume called “Heartbreak.” Adam Banfield, Baccarat’s North America president and CEO, told Marketing Brew that it was the brand’s first TV show integration, facilitated by actress Lily Collins, who plays Emily.
“It’s obviously been a really exciting moment for the brand and it all came about quite organically, which is always a nice plus whenever you do these sorts of things,” Banfield told us.
Luxury French resale site Vestiaire Collective also made its first TV appearance in the show this season, US CEO Samina Virk told us via email. Both she and Banfield said the cameos were part of a broader effort by the brands to reach a US audience.
