Yardley London marks the opening of the new British feature film, My Week With Marilyn, by offering cinema audiences a free sample of English Lavender Eau de Toilette, the brand’s international signature fragrance that is mentioned in the film.

The campaign was developed for Yardley London by the7stars which has teamed the quintessentially English fragrance brand with five Picture House Cinemas across London, Oxford and Norwich for the perfume sampling and promotional campaign which offers audiences the chance to win a weekend break in Windsor.

The town is the headquarters of Yardley London and Windsor Castle features in the movie which opens on November 25, 2011.

In My Week With Marilyn, the star (played by Michelle Williams) is asked by the press if it’s true that she wears nothing in bed but perfume. Marilyn replies: “As I’m in England, let’s say I sleep in nothing but Yardley’s English Lavender.”

Karen Cullen, marketing manager, Yardley London, said: “This is the brand’s first major sampling campaign and the opportunity to sample a timeless classic fragrance from our collection, English Lavender, as quoted in the film, will provide our female target audience with the chance to experience this beautiful scent for themselves.”

Ellie Ring from the7stars says: “This the first time Yardley London has been aligned with a cinema chain for brand sampling, and the fit is perfect. It is a tasteful and elegant idea which can only enhance the customer experience and the occasion.”

Yardley London is providing samples of the English Lavender fragrance with ticket purchases at five Picture House Cinemas along with a postcard giving recipients the opportunity to enter the competition to win a weekend for two in Windsor. The competition can be entered via the Yardley London website at www.yardleylondon.co.uk/lavender.