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.
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