Coty Gets Emotional

PARIS — It’s an emotional time for Coty Beauty Europe.<BR><BR>In April, the beauty giant will introduce a trio of fragrances, dubbed Love Trap, for its Chupa Chups license and a new women’s scent, called Emotion, for its Pierre Cardin...

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PARIS — It’s an emotional time for Coty Beauty Europe.

In April, the beauty giant will introduce a trio of fragrances, dubbed Love Trap, for its Chupa Chups license and a new women’s scent, called Emotion, for its Pierre Cardin license.

Love Trap is meant to target a new, younger audience for the Spanish lollipop brand Chupa Chups, said Muriel Pauli, marketing director at Coty France. While the February 2004 launch of its I Love Me fragrance line was meant to appeal to women ages 10 to 25, it ended up being a real hit with the 15- to 25-year-old set, she said.

“Fifteen- to 25-year-olds are into differentiation, authenticity and are regressive,” noted Pauli. “[Ten- to 15-year-olds] identify with idols.”

So for that reason, the tagline “Chupa’s Angels,” was created for the collection, which includes the scents Divine Paradise, Magnific Sun and Sensual Heaven.

Each of the new fragrances’ bottles is decorated with a sexy cartoon character illustrated by Jason Brooks. These drawings are on labels attached to the back of the scents’ flacons, which are convex in front to magnify the illustrations.

Divine Paradise’s cartoon, wearing a silver minidress and boots, balances a sphere that has in it a man sitting in a heart-shaped chair. The scent’s blue-tinted fresh floral juice was created by International Flavors and Fragrances’ Jean-Pierre Mary. It has notes of ginger, grapefruit, orange, mandarin, cinnamon, rose, freesia, jasmine petals, cedar, musk, vetiver and apricot.

Magnific Sun, a fruity floral, was created by Fragrance Resources’ Benoist Lapouza. Its orange-hued juice features notes of mandarin, pineapple, black currant, melon, ozone, violet, magnolia, freesia, jasmine, May rose, patchouli, sandalwood, peach, raspberry, fig, amber, vanilla and musk. Its cartoon spokesmodel sports a low-cut outfit and sunglasses, and holds a glass, inside of which is a man.

Sensual Heaven’s character wears a backless dress and carries over her shoulder a man in a cage. The scent’s peach-colored juice, by Pierre Bourdon of Fragrance Resources, is a floral oriental. Among its notes are bergamot, mandarin, apple, pineapple, melon, pear, red berries, nutmeg, rose, orange flower, jasmine, violet, magnolia, patchouli, sandalwood, vetiver, peach, caramel, cocoa, amber, vanilla and musk.

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Each of the eaux de toilette will sell for 7 euros, or $9 at current exchange, per 75-ml. spray. The price is meant to be attractive to young consumers and is substantially lower then the I Love Me eau de parfum, whose 30-ml. bottle goes for 11.90 euros, or $15.50.

The Love Trap fragrances will bow starting in April in mass market stores and prestige perfumeries in France. They will hit shelves in Spain in June.

A single-page print advertisement, plus an Internet and text-messaging campaign will break at launch. Samples also will be distributed. 

Pauli would not discuss projections, but industry sources estimate the Chupa Chups trio will generate 2 million euros, or $2.6 million, at retail in its first year in France.

Coty also is getting in touch with Pierre Cardin’s feelings. The company will introduce Emotion, a women’s follow-up to its 2004 men’s fragrance, Revelation for Cardin.

“The objective is to recruit new consumers — [women] we don’t seduce already with a specific fragrance,” said Pauli, “and to renew the global image of the Cardin brand in fragrances.”

Industry sources estimate the fragrance will make 1.2 million euros, or $1.6 million, in retail sales in its first year.

The floral, fruity, woody scent was concocted by Takasago’s Sylvie Fischer. It has top notes of pineapple, black currant, apricot, mandarin, lychee, pepper and juniper. At the heart of the scent are notes of rose petals, bamboo, aquatic lily, magnolia, jasmine petals, white iris and orchid. Sandalwood, patchouli, vetiver and musk are at its base.

The fragrance is packaged in a round red bottle with a silver cutout window.

The eau de parfum will be distributed starting in April in both mass and selective distribution. A 30-ml. bottle will be available packaged in a windowed carton for 14.60 euros, or $19, in mass doors. A 50-ml. size will be on sale in selective perfumery doors in a windowless box for 26 euros, or $34.

Emotion will bow in France, Germany, Spain, Switzerland, Australia and Eastern Europe in April. A single-page advertising campaign will accompany the launch.

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