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BeautyBank: Some Kind of Wonderful

The fragrance, called Wonderful, is coming from the American Beauty brand and will be available in September.

NEW YORK — A year after launching its troika of brands for Kohl’s Department Stores, the BeautyBank division of the Estée Lauder Cos. will launch its first fragrance in the hopes of generating additional sales and traffic for the beauty department.

The fragrance, called Wonderful, is coming from the American Beauty brand and will be available in September.

Not only does the scent build on American Beauty’s lifestyle positioning, it opens up new opportunities for all of the BeautyBank brands, said Jane Hudis, president of BeautyBank.

Hudis said she believes Wonderful will increase traffic for all of the BeautyBank brands, which make up Kohl’s beauty departments. “This is a beacon which will drive traffic to the department as a whole, and it’s also a logical extension to the franchise,” she said. “Building brand equity is a long-distance run, and we are in this for the long term. We’re on a mission to build all of these brands and we are building and investing accordingly.”

The scent, added Hudis, will also give the brand the ability to enter the holiday gift-giving category, which she said the line will do later this fall. A fourth BeautyBank brand will launch this fall. 

Jane Lauder, vice president of marketing for the American Beauty and Flirt lines at BeautyBank, called Wonderful “elegant and casual at the same time.” While many lifestyle brands begin with a fragrance and then expand into treatment and color cosmetics, Lauder said it made more sense given the brand’s goals to start first with makeup and skin care. “The fragrance ties the franchise together,” she said. The brands are currently in about 600 Kohl’s doors.

The brand’s mission called for delivering a high-quality juice, said Karyn Khoury, senior vice president of corporate fragrance worldwide for the Estée Lauder Cos. Khoury and Evelyn Lauder, senior corporate vice president of the Estée Lauder Cos., developed the scent in cooperation with International Flavors and Fragrances.

“The Kohl’s customer is a prestige fragrance junkie, and she has a high level of expectation in this category,” said Khoury, who added that the team developed a fresh green floral scent after doing multiple market studies with Kohl’s customers. “The customer told us that she wanted a complex, multilayered scent — and that’s what we’ve produced.”

Wonderful’s juice is built around a heart of Mackayi orchid, a flower that blooms in the Brazilian rain forests, noted Khoury. “It brings a fresh, modern elegance to the scent,” she said. Three accords surround the orchid heart. The Luxuriance of Flowers accord is a blend of fresh poppy, primrose, mimosa, gardenia and pink peony; the Sparkle of Morning Dew accord is a mix of iced bergamot, fresh Florida oranges and magnolia, and the Touch of Pure Joy accord comprises hydroponic jasmine, torchwood and California redwood.

The fragrance will be available in one size, a 1.7-oz. eau de parfum, for $37.50, and will be launched with one ancillary, a 5-oz. body lotion that will retail for $22.50. Industry sources estimated that Wonderful would do $10 million at retail in its first year on counter, and that about $5 million would be spent on advertising and promotion. National advertising, shot by Arthur Elgort and featuring spokeswoman Ashley Judd, will begin running in September fashion, beauty and lifestyle magazines, said Jane Lauder. As well, upward of 45 million scented impressions — scented strips in magazines, scented mailers and more than 1 million samples handed out in stores — are planned.