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Chanel Seduction: Building On No.5 With Bath and Body

NEW YORK — As if its ads featuring Nicole Kidman weren’t enticing enough, Chanel plans to add a little extra sizzle to its No.5 lineup this fall. <BR><BR>In September, the company will add the Chanel No.5 Seduction Collection to the beauty...

NEW YORK — As if its ads featuring Nicole Kidman weren’t enticing enough, Chanel plans to add a little extra sizzle to its No.5 lineup this fall.

In September, the company will add the Chanel No.5 Seduction Collection to the beauty brand’s ancillary offerings. The collection consists of four stockkeeping units, three of which are permanent additions to the line and one that will be distributed for a limited time.

The three permanent additions will enter Chanel’s 2,200 department and specialty store doors for fragrance, as well as selling through gloss.com and sephora.com. They are Sensual Elixir, a peach-tinted gel infused with Chanel No.5, $57.50 for 1.7 oz.; Velvet Body Cream, a rich body moisturizer that contains humectants, amino acids and sugar derivatives that are said to hydrate and soften skin, $75 for 5 oz., and Velvet Milk Bath, which contains humectants and glycerin said to hydrate skin, $65 for 13.5 oz.

A fourth, limited-edition product, Intense Bath Oil, will be available in the brand’s 250 U.S. specialty store doors at Saks Fifth Avenue, Neiman Marcus and Bergdorf Goodman. The product, which will retail for $65 for 13.5 oz., will be on-counter beginning in September.

In addition, Chanel will offer a Seduction Collection gift set for the holidays in its specialty store doors. The set, which contains full-size versions of Sensual Elixir and Velvet Body Cream, will be packaged in a faux suede gift box and will retail for $125.

Chanel plans to support the Seduction Collection’s launch by offering deluxe samples of its Velvet Body Cream, Velvet Milk Bath and Sensual Elixir. More than 1.5 million of these samples are planned for the second half of 2004, said Jean Hoehn Zimmerman, executive vice president of marketing and sales for fragrance and beauté at Chanel Inc.

As well, the brand in that period plans to distribute an additional 38 million scented No.5 pieces, including a blow-in, she noted. In total, the brand plans on 46 million scented impressions for the second half of 2004, said Hoehn Zimmerman. This number represents 75 percent of the sampling that the brand will do in total in 2004, she added.

Hoehn Zimmerman noted that, in addition to rolling out the Sensual Collection, the brand is spending 100 percent more on advertising in the second half of this year compared with last year’s totals. While she declined to discuss spending totals, industry sources estimated that Chanel will spend at least $10 million on advertising and promotion in the U.S. in the second half of this year, comprising national print, TV and cinema advertising.

— Julie Naughton