For the launch of Taylor Swift’s new fragrance Wonderstruck Enchanted, Elizabeth Arden has partnered with Aurasma, a reality platform that creates interactive print campaigns. The U.S. release of Wonderstruck Enchanted follows the recent reality launch of Wonderstruck print ads in the UK. The partnership with Aurasma is the first for a celebrity fragrance.

“We are thrilled to partner with Aurasma for this global augmented reality launch of Wonderstruck in the U.K. and Wonderstruck Enchanted in the U.S.,” Lori Mariano, senior director, Global Fragrance Marketing, Elizabeth Arden, said. “As an early adopter of technology and media in the beauty industry, we feel compelled to offer a comprehensive augmented reality experience to complement the latest fragrance created by one of the world's most beloved superstars,” Mariano added.

The augmented reality campaign began late August in the U.S. and was promoted through social media via Wonderstruck's Twitter channel, @Wonderstruck and Facebook tab WonderstruckTaylorSwift.com.

Fans who signed up for the offer on the Wonderstruck Facebook Tab received a free sample of the fragrance along with instructions on the process of downloading Aurasma Lite, a free mobile app. The application can also be downloaded from itunes and Google Play. It gives access to hidden video content that features Taylor Swift.

Through the app, users can access special digital content of Wonderstruck Enchanted print ads running in U.S. magazines.

“Taylor Swift's fans are some of the most devoted and tech-savvy out there, so we are delighted to continue rewarding them with these seemingly magical experiences that blend together the real and virtual worlds. Much like the Wonderstruck fragrances, the campaign's augmented reality experience is both alluring and unforgettable, lending to social sharing among fans and in-store traffic for retailers,” Jennifer Rapp, general manager of Aurasma, said.

Wonderstruck Enchanted has done well in the market and it looks like the fragrance is going to linger on. The Wonderstruck label also includes products like a perfume roll-on and bath gel. Wonderstruck Enchanted will be available at stores at a price range of $49.50-$59.50.