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."
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