NEW YORK -- The Bonjour Group is breaking into the mass market fragrance business -- with a prestige spin.
The sportswear and accessory company's first effort will be a women's item called Bonjour Eau de Parfum. It will bow in better mass merchandisers and drugstores in April.
While the scent will go through mass distribution, however, Bonjour is hoping to recreate the excitement of a department store launch by staging extensive in-store promotions.
"There is a dire need for an upscale type of fragrance in this end of the market," said Ross Klein, Bonjour's vice president of marketing. "So often, mass market fragrances are just thrown into the store without any kind of drama or excitement. We are planning to fully support the brand both in and out of store."
Klein said the fragrance is expected to reach "several thousand doors" in time for Mother's Day.
The scent, a floriental with fruity top notes, has been created by Dragoco and will be marketed and distributed by Bonjour Parfums Inc., the newly created fragrance licensee for Bonjour Group.
Bonjour will be available in three sprays: a 1-oz. for $13.50, a 1.7-oz. for $17.50 and a 3.4-oz. for $27.50.
While company executives have not yet completed sales projections for the new fragrance, industry sources estimated it will generate a wholesale volume of at least $10 million in its first year.
Bonjour will back the fragrance with $3 million to $4 million in advertising and promotions this year, Klein said, compared with the $6.8 million it is spending on its clothing and accessories.
The support will include print ads that will break in April, along with national TV spots that will run in May and June and again in August and September.
Bonjour's substantial in-store promotional program includes videos in the fragrance and fashion departments, promotional display stands, scented ribbons for sales associates and collateral materials such as banners and special shopping bags.
The company is also cross-merchandising the fragrance through scented hangtags on its women's apparel lines. The scent will be encapsulated on special scratch-and-sniff tags that release the scent when rubbed. The tags are automatically resealed after they are sampled.Said Klein, "We think that consumers at this tier do expect the same level of ambience, fashion and romancing once associated only with department store fragrance introductions."
There'll be no rest for those headed to Europe for men's, as Paris just closed the gap with Milan. According to a provisional calendar released by the Chambre Syndicale, Paris Men's Week will now open a day earlier on January 16. See new highlights on the official lineup on WWD.com. #wwdnews #wwdfashion (📷: @kukukuba)
BREAKING: Jonathan Saunders is leaving @DVF. The designer has resigned from his position as chief creative officer of Diane von Furstenberg, the company said in a statement on Friday. At the time of his hire, von Furstenberg said Saunders’ arrival symbolized and facilitated her stepping back from the day-to-day duties that occupy the work of a full-time creative director. The British designer joined DVF in May 2016 and was in charge of all product categories. #wwdnews
For @versace_official’s spring ad campaign, the brand emphasized the archival prints from the spring tribute collection dedicated to the late Gianni Versace. Closing out the show were five of Gianni’s favorite models: Cindy, Naomi, Carla, Helena, and Claudia. Bowing on December 18, the new campaign is yet another tribute to supermodel-dom as the images by Steven Meisel are fronted by @iamnaomicampbell, @cturlington, @gisele and more. #wwdfashion
Four-time Oscar-nominated actress Annette Bening has been waiting 20 years to play Gloria Graham in "Film Stars Don't Die in Liverpool," which will be released on December 29. The movie about Graham – a Hollywood star known for her controversial relationship with a younger Englishman named Peter Turner – is based off a memoir Turned wrote. "She felt vulnerable to him, because she loved him, she really did love him. And anyone that we really truly are in love with, we re vulnerable to in a very deep way," said Bening. Read our full interview with the modern icon of an actress on WWD.com. #wwdeye (📷: @ninebagatelles; Styled by @cristinaehrlich)
The crisp white button down: a staple that can be dressed up or down and accessorized throughout the decades. Here, on a Art Basel-goer in 2017 on the left and on the iconic Audrey Hepburn in “Roman Holiday” in 1953 on the right. #tbt #wwdfashion (📷: Andrew Morales)
Known for her work with @victoriassecret, 25-year-old model @georgiafowler is raising her profile in Hollywood. Fowler stars in @vincecamuto’s holiday campaign, which launched in partnership with “Pitch Perfect 3.” “Almost every shoot with Vince Camuto, I’ve had to face a fear…It was definitely a challenge. I’m so grateful for it, though. I’ve always wanted to be a pop star, so that was the perfect chance,” Fowler said. Head to WWD.com to read about Fowler’s experience modeling, including at the #VSFashionShow, and her relationship with Nick Jonas. #wwdeye (📷: @jilliansollazzo)
EXCLUSIVE: Huda Kattan just became the first beauty influencer to land a major beauty deal. Kattan's business, @hudabeauty, has received a minority investment from private equity firm TSG Consumer Partners. The brand, which industry sources say is on track to do $200 million in retail sales for 2017, will receive support on product, retail and geographic expansion through the deal. Get all the details on the deal and read @_a_collins' interview with Kattan on WWD.com. Link in bio. (📷: @jgreenery) #wwdbeauty #wwdnews
Peruvian model @juanaburga_official – who is known for walking the runways of @rodarte, @viviennewestwood and @torybuch – is making the move to the big screen with drama “Los Últimos.” The film premiered in Argentina in November and arrives in the U.S. and Europe in 2018. On making the switch from modeling to acting, Burga told WWD: “It’s a completely different thing – a lot of people think it’s similar or try to connect things, especially like getting used to the camera or being looked at all the time or playing these different characrers, but film is a completely different story.” #wwdeye (📷: @jgreenery)
London’s newly opened @designmuseum will look back on the life and work of Azzedine Alaïa in a show that the designer helped to curate before he died of heart failure last month. The retrospective, which Alaïa had worked on with Mark Wilson, chief curator of the @groningermuseum, will look at the impact of his work worldwide. The show, “Azzedine Alaïa: The Couturier,” will run from May 10 to October 7. Read more about the exhibit on WWD.com #wwdnews #wwdfashion (📷: @zefashioninsider)