NEW YORK -- With the fall launch of its new Brut Actif Blue fragrance, Chesebrough-Pond's is going after a younger customer than the man who typically buys its 30-year-old mainstay Brut and is using some traditionally prestige-market tactics in the...
NEW YORK -- With the fall launch of its new Brut Actif Blue fragrance, Chesebrough-Pond's is going after a younger customer than the man who typically buys its 30-year-old mainstay Brut and is using some traditionally prestige-market tactics in the process.While the original Brut fragrance appeals mainly to the over-45 set, Actif Blue will zero in on men age 18 to 35, according to Bill Ecker, vice president of marketing at the Unilever division.Ecker said he hopes the new scent, which is set for a late September launch, eventually will match Brut's worldwide wholesale volume of $60 million. Thanks to the "Men Are Back" advertising campaign, sales of Brut jumped 10 percent last year, he said.Chesebrough is backing both scents with a $30 million ad campaign this year and a $35 million ad budget in 1995, Ecker said, noting that the "vast majority" will be spent on Actif Blue. The campaign will include roughly 60 million scented strips, both inserted in magazines and handed out in stores, he said.The marketing approach for Actif Blue -- which, like Brut, will carry the Faberge label -- will encompass one of the favorite methods of department store vendors: fragrance models.Ecker said the company will place associates armed with tester bottles in "thousands of stores." Distribution plans are still being discussed.In addition, Chesebrough will supply stores with self-service testers and with trial-size bottles that will retail for 99 cents apiece."It will be very difficult for somebody in the fourth quarter of this year not to be aware of and not to have tried Brut Actif Blue," Ecker said.The company is using thrill-seeking sports, such as rock climbing, hang gliding and mountain biking, as an advertising backdrop for Actif Blue. Ecker said he hopes to tap into consumers' growing interest in these sports, both as participants and as spectators."Every piece of advertising is all about aspiration," Ecker said. "Even if they wouldn't do it in real life, it's what they fancy themselves doing. Actif Blue is not only for the one-tenth of 1 percent of consumers that are certifiably nuts."Keeping in mind that men are not as experimental with their fragrances as they may be in other aspects of their lives, fragrance consultant Ann Gottlieb said she developed a juice that has "the aura of this new excitement, yet [is] soft and nuzzly."With notes of apple and pear skins, spearmint, French grass and musk, the scent falls into the fruit-fresh category. Gottlieb said the only other fragrance of that genre is Escape for Men from Calvin Klein, another Unilever division.The Actif Blue range consists of a 5-oz. spray cologne that will retail for $7; an after shave, after shave gel and splash cologne, each in a 3.5-oz. bottle for $6, and a regular and a cooling deodorant and antiperspirant, each in a 2.25-oz. stick for $2.20.The price points, at the upper end of the mass market, are slightly higher than Brut's.Chesebrough is launching the fragrance simultaneously in 10 countries in North America and Europe in September. Eventually Actif Blue will be rolled out to the company's other markets, including South America and Australia, Ecker said. But a date has not been set.
“I grew up in New York but I hadn’t really experienced the city in any type of touristy way…This was probably the first museum I really explored and took the time to see,” said @haileybaldwin of the @whitneymuseum. On Tuesday night, Baldwin was joined by Jemima Kirke and more at the annual Whitney Museum Gala and Studio Party, which honored Lorna Simpson, Joanne Leonhardt Cassullo and Beth Rudin DeWoody. See more photos on WWD.com. #wwdeye (📷: @lexieblacklock)
Displayed starting this week at the @fashiontextilemuseum: An exhibition on designer @orlakiely titled “Orla Kiely: A Life in Pattern,” which spans two decades and contains more than 150 pieces. “I want people to come away loving pattern and print. It’s something that makes you feel so good,” said the designer during a preview of the exhibit. Also on show are mood boards, samples, sketches and more. Head to WWD.com to see more photos. #wwdfashion
Exclusive: @dsquared2 signs fragrance licensing agreement with Euroitalia, with the first effort of the new partnership being unveiled in September. The brand will launch two scents – one for men and one for women – in Italy. Read our interview with designer Dean and Dan Caten on WWD.com. #wwdbeauty #wwdnews (📷: @zefashioninsider)
@louisvuitton has officially renewed Nicolas Ghesquière’s contract as artistic director of women's collections. "I am very pleased to open the next chapter of the story I started with Louis Vuitton almost 5 years ago," said Ghesquière, who first signed on to design the French luxury brand's women's line in 2013. Get all the details on WWD.com. #wwdnews #wwdfashion (📷: @giovanni_giannoni_photo)
“I learned then and there that I had to figure out a way in life to maintain and preserve my sense of pride when I felt good about what I did or what I represented or created,” said @saintrecords on how being bullied for wearing capri pants inspired her to be the artist she is today. Knowles was at the 70th Parsons Benefit last night where she outbid the room for a Dapper Dan customized @gucci experience. #wwdeye (📷: @lexieblacklock)
“There’s this amazing braintrust of people who know the whole universe so well. So we talked to them and they gave us more input,” said actor Alden Ehrenreich on playing the young Han Solo in “Solo: A Star Wars Story.” The cast was at NYC’s SVA Theatre last night for an advanced screening of the film, which hits theaters this week. #wwdeye #starwars #hansolo (📷: @aurorarosedecrosta)
@asaprocky spent nearly two hours in a Plexiglas box Sunday night at @sothebys putting himself through a series of “tests” to demonstrate the process of completing his new album called “Testing.” Get all the details and see all the pictures on WWD.com. #wwdeye
“I’ve struggled my whole life to find a bathing suit that fits me that doesn’t look like a maternity bra. I’m proud of the line because it’s an accurate representation of me rather than me putting on someone else’s clothes,” says @atlantabean of her swimwear collaboration with @piaarrobio, LPA X ATL. The two decided on a swimwear collab and increased the industry standard size for the pieces. Read more about the line — and our interview with de Cadenet Taylor and Arrobio — on WWD.com #wwdfashion (📷: Dan Doperalski)