NEW YORK — After scoring a hit at retail in the fall with his men’s version, Kenneth Cole hopes to see a similar reaction for his newest women’s scent this spring.
Launching Reaction for Her, a women’s counterpart to the men’s scent Cole launched in September, made sense, he said. “We were obviously pleased with the consumer’s response to Reaction for Him, and felt that the appropriate reaction was to introduce a Reaction for Her fragrance,” said Cole.
No argument there from Lancaster, the designer’s scent licensee. “Kenneth Cole’s fragrance business is our third-largest [prestige] franchise, ranked only behind Davidoff and JLo,” said Catherine Walsh, senior vice president of marketing for cosmetics and American licenses for Lancaster Group Worldwide. “And we believe it has the potential to get even bigger.”
Make that bigger not only in terms of money, but also counter space. Reaction for Her is the fourth fragrance launched by Lancaster since acquiring rights to Cole’s license from LVMH Moët Hennessy Louis Vuitton in May 2003. Industry sources estimated that two of these, Kenneth Cole Black and Kenneth Cole Reaction for Him, rank in the top five men’s scents at U.S. retail — and it’s clear that Lancaster hopes for a similar success in the more crowded women’s fragrance field.
Reaction for Her is a “juicy floral” formulated by Laurent Le Guernec of International Flavors and Fragrances, noted Jim Fine, marketing director for Lancaster Worldwide. The scent has top notes of pink grapefruit, mandarin and watermelon; a heart of violet leaf, yellow poppies, lily of the valley, white orchid and sweet pea, and a drydown of vetiver, musk, warm amber and cottonwood.
The collection will consist of eaux de parfum in two sizes, 1.7 oz. for $45 and 3.4 oz. for $58, as well as a 6.7-oz. shower gel for $26 and a 6.7-oz. body lotion for $29.
The bottle, a collaborative effort between Cole and Chad Levigne of Lancaster, is a heavy, clear-glass half-circle with a shocking-pink logo. The cap is of brushed chrome. Those colors are carried through to the outer carton, a silver-toned box with shocking pink accents.Like its male counterpart, the women’s Reaction is intended to appeal to a “twentysomething new professional,” said Carlos Timiraos, vice president of marketing, Lancaster Worldwide. Reaction for Her will be on counter in mid-April in the U.S., which currently means about 1,800 department and specialty stores doors. Later this year, it likely will be rolled out on a global basis, including doors in Europe, Asia and Australia.
While none of the executives would discuss sales figures or advertising spending, industry sources estimated that the scent will do about $25 million at retail in its first year on counter and that about $6 million would be spent on advertising and promotion.
Print advertising, featuring model Sara Ziff, breaks in May fashion, beauty and lifestyle magazines. Shot by David Sims — also the photographer of the men’s campaign — it features a black-and-white photo of Ziff superimposed on a pink-toned shot of a dancing crowd. Scented strips featuring both the women’s and the men’s scents also are planned for a number of the ads, which Timiraos estimates will produce about 25 million scented impressions for the women’s scent. The men’s layer will ratchet the scented impression total to about 40 million, he added.
As well, what Timiraos calls “living media” also will play a significant part in the marketing of Reaction for Her. Pointing to a men’s promotion that took the fragrance into the Virgin Megastore, Timiraos plans similar nontraditional promotions for Reaction for Her.
@pantone announced their Color of the Year 2018: Ultra Violet. Nearly 20 months after the musician Prince’s death, fashion is having a purple moment. Varying shades of purple appeared on spring or fall runways, from @christopherkane to @calvinklein. @gucci’s Alessandro Michele bathed his fall runway in ultra violet-colored light at one point. Pantone 18-3838 is meant to “push the boundaries of what inspires us to look upward and outward to the future.” #wwdnews #wwdfashion (📷: @kukukuba)
@badgalriri’s @fentybeauty launch in September was a massive success on social media, powering $72.9 million of earned media value, according to Tribe Dynamics. The brand’s foundation offering sparked conversations about diversity in beauty, launching the growth of emerging influencers and propelling the brand’s support on social media. Today, #fentybeauty won Launch of the Year at the WWD #BeautyIncAwards. (📷: Chema Moya/EPE-EFE)
@marianna_hewitt has become one of the most influential content creators in the beauty space, with almost 800,000 Instagram followers and a newly launched skin care line called @SummerFridays. Today, she was awarded Influencer of the Year at the WWD #BeautyIncAwards. (📸: @sophiachabbott )
As shopping behaviors evolve, the retail experience must follow. Head over to retail experts @colliersinternational’s Knowledge Leader series to read more about the shift in our shopping era. #colliersretail #lovecolliers
@prada opened a pop-up club, called Prada Double Club, in collaboration with German artist Cartsen Höller at @artbasel Miami. Last night, guests – including @youngparis, @ritaora and even Miuccia Prada herself – gathered in a former ice factory where the pop-up is housed for a performance from @wyclefjean. Go to WWD.com for full coverage on all the exhibits, parties and more at #ArtBaselMiami. #wwdeye (📷: @lexieblacklock)
@louboutinworld and @disney are making magic once again, creating a set of shoe designs for the release of “Star Wars: The Last Jedi.” Louboutin designed a pair of shoes for each of the film’s four female leads: Rey (@daisyridrey), Vice Admiral Amilyn Holdo (@lauradern), Captain Phasma (Gwendoline Christie) and Rose Tico (@kellymarietran). The shoes will debut on Saturday at the L.A. premiere of the latest episode. #wwdfashion
Today at the #BeautyIncAwards 2017, WWD will be joined by beauty leaders from around the world as we honor this year's most innovative people, products, brands and places. Follow along here and on Twitter for live coverage from the exclusive event. #wwdsummits (📷: @elizaflorendo)
Exclusive: Beauty superinfluencer @marianna_hewitt is launching her first-ever skin care brand with her business partner @laurengores. Their new line Summer Fridays, which will be sold exclusively at summerfridays.com starting in January, is launching with just one product – a hydrating cream Jet Lag Mask. “We wanted to focus on one product that was amazing,” said Hewitt. Read the full interview on WWD.com. Link in bio. #wwdbeauty #wwdnews
Michelin star-rated chef PJ Calapa marks his first solo endeavor with today’s opening of @scampinyc –– the new Southern Italian restaurant located in Manhattans’ Flatiron District. The upscale yet welcoming environment matches the menu, which includes two types of scampi: traditional Italian langoustines in butter and the Americanized version with shrimp over pasta 🍤 - pictured here. #wwdeye (📷: George Chinsee)