NEW YORK — Liz Claiborne Cosmetics is planning to add a little Soul to its Curve brand.
The company will launch Soul by Curve, a new masterbrand, in September. As part of the company's continuing strategy to create freestanding fragrance brands, Soul will be marketed under the Curve Cosmetics name rather than Liz Claiborne Cosmetics. The brand followed the same strategy with the launch of its Realities for Women scent last year.
"The launch of [the original] Curve in 1996 was an interesting departure from the industry in terms of fragrance and packaging direction," said Art Spiro, president of Liz Claiborne Cosmetics. "There were a lot of naysayers about Liz Claiborne launching a brand for Gen Xers, but it was very successful. And as it has evolved, we know it is a brand that has legs and its own point of view. So it made sense for us to launch Soul under the Curve banner."
When Curve was initially introduced, it had 18- to 24-year-olds as its target. "That initial consumer base has grown up, and we're now taking new consumers into the franchise, both old and young, with Soul," said Spiro, who noted that Soul is targeted at 25- to 35-year-olds.
Spiro is quick to point out that Soul is not a flanker. "The two are connected in spirit, but Soul has a completely different look," he said of the new masterbrand, which features a sort of bohemian apothecary packaging. "There's no similarity between the bottle shape, but when you look at it you can see there's a connection in terms of market position and the point of difference."
Soul by Curve for Women, by Loc Dong and Jean Marc Chaillan of International Flavors & Fragrances, is a watery green floral. Its top notes are of hydroponic bamboo, white water lily, green lotus leaf and freesia; its heart is of Arizona cactus flower, Tahitian tiara, blue tiger lily, jasmine, tuberose and gardenia, and its drydown is of blond woods, nutmeg, heliotrope, second-skin musk and incense. It is packaged in a clear bottle with a silver cap and a heart-shaped label, and packaged in an embossed silver-toned cardboard box.
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