NEW YORK (November 8, 2007) – Cointreau, one of the world’s leading purveyors of spirits, and Dita Von Teese, international fashion icon and burlesque performer, met yesterday with New York City and international media in an exclusive press event held at the Ritz-Carlton hotel to further reveal details of their global partnership. The two-year deal, which was announced in the U.S. in October, is a natural fit for the French brand and the glamorous starlet.
"Dita brings to life the 'Be COINTREAUVERSIAL' brand signature through her iconic pin-up style and golden age femininity," says Justin Weston, Cointreau International Director. "At the heart of this signature is a certain feminine French touch – the infamous je ne sais quoi – and Dita Von Teese embodies this beautifully. We feel there is no one better to represent the brand on a global scale."
The press event was created to provide fashion, lifestyle and entertainment media an exclusive reveal of details surrounding the partnership including an intimate interview with Dita Von Teese herself. Dita revealed the core elements of the ambassador program which include the creation of a signature Cointreau cocktail, international special appearances and a Cointreau-inspired Dita Von Teese performance. A one-of-a-kind costume featuring hundreds of thousands of Swarovski crystals is also being designed for the new show, which will debut in London on December 13.
At the heart of the partnership is a synergy of the values that both Cointreau and Dita Von Teese share, including a unique outlook on how elegance, style and glamour is defined in today’s decidedly modern culture.
"Cointreau’s famous martini-glass cocktails, and Dita Von Teese's renowned martini glass performance, conjure up the glamour of a different era that is the essence of the 'Be COINTREAUVERSIAL' signature," says Justin Weston. "Cointreau's stylish cocktails are a hallmark of the return to glamour and the ultimate accessory for the COINTREAUVERSIAL woman."
Editors attending yesterday's press event were given an exclusive first-look at the Dita Von Teese portraits shot by world-renowned photographer Ali Mahdavi. The images, inspired by the Parisian spirit of the Cointreau brand, capture the timeless glamour and femme fatale nature of Dita Von Teese. Additionally, Dita Von Teese shared with attendees her personal thoughts on the Cointreau partnership, details of the new Cointreau-inspired performance and her inspirations for glamour.
"It is only natural that we would come together around a cocktail glass," says Dita Von Teese of her relationship with Cointreau. "They are a brand which transcends fashions and trends, and their many famous cocktails offer a truly stylish choice in spirits."
Since 1847, Cointreau has been one of the world's leading purveyors of spirits. Its never-ending quest for excellence and quality make the Cointreau liqueur a must for glamorous evenings and a key ingredient in the most popular cocktails such as Margarita and Cosmopolitan. Cointreau has always broken down established boundaries in terms of communication and managed to find the right tone to promote its image to sustain yearly sales that now exceed 15 million bottles. Cointreau exports its know-how to more than 200 countries and is constantly innovating to anticipate and meet consumer expectations.
About Dita Von Teese
Dita Von Teese, the international queen of Burlesque and a muse to fashion designers worldwide, appears in fashion magazine columns and stars in events held at the four corners of the world. She is renowned worldwide for her astounding performances featuring her signature elaborate props and Swarovski adorned costumes. Bringing pin up imagery to life, Dita makes us relive the golden age of femmes fatales and glamour girls.
Press contact for Dita Von Teese:
Dishell Multimedia Group +1 310-859-8513
Publicity@dita.net
Cointreau International press contact:
Valérie Decool + 33 1 44 13 44 13
valerie.decool@remy-cointreau.com