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.
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews
“Stranger Things” is getting a new cast member for season 2. Meet @sadiesink_, the 15-year-old who will be joining the Netflix series for its new season. You may recognize her from “The Glass Castle” with Brie Larson and Woody Harrelson, but the Texas native’s next role goes in an entirely different direction. She describes her character, Max, as “a rough and tumble skater girl [who] becomes friends with the boys at school.” The second season debuts on October 27. (📷: @jgreenery) #wwdeye
Amid the Harvey Weinstein controversy, there’s another sector that’s being put under the spotlight for sexual abuse: the modeling industry. While rumors about abuse and sexual harassment of female and male models — and the photographers, agents and others who perpetrated it — have circulated within the fashion world for years, model @cameronrussell started posting stories from models on Instagram last week about abusive situations they’ve encountered — from sexual harassment and molestation to attempted rape. Over 75 have weighed in so far. Read more on WWD.com. Link in bio. #wwdnews
To celebrate its 16th anniversary, @dylanscandybar tapped designers and celebrities to create mosaics out of candy. The mosaics will be auctioned off to support the philanthropic cause of each participant’s choice. Pictured here is the mural created by @aliceandolivia's Stacey Bendet. For a first look at some of the other artwork being unveiled tonight, go to WWD.com. #wwdeye
The annual Veuve Clicquot Polo Classic in Pacific Palisades this weekend drew Kate Hudson, Tracee Ellis Ross, Laura Dern and more. See pictures of the star-studded event on WWD.com. (📷: @chelsealaurenla) #wwdeye
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye