NEW YORK -- With the rollout of its Exclamation women's fragrance overseas, Coty Inc. is out to make a more emphatic international statement.
The company will launch the scent in five countries over the next two years.
"Benckiser has really given us access to international markets that we didn't have before," said Mary Manning, vice president of marketing development for Coty, referring to the acquisition of Coty in 1992 by the German-based Benckiser GmbH.
According to Manning, Coty plans to roll out Exclamation to France and Argentina by the end of this year. Earlier this year, the company started testing the fragrance in Germany, Spain and Belgium, with a view to launching it in those markets in 1995.
Exclamation has been distributed in the U.K., Australia and South Africa for the last two years, she noted.
As part of the international push, Coty has given its Exclamation advertising a surreal flavor.
The print campaign, which was launched in April women's magazines, features a model perched on a ladder to enable her to paint a large black exclamation point on an oversized white canvas. She is wearing a white slipdress and a black beret. The scene is a desert in White Sands, N.M.
A similar TV commercial first aired in late April. Plans for the campaign's international debut have not been completed, according to Coty executives.
Suzanne Sutin, senior marketing manager for the brand, said that in addition to appealing to Europeans, the campaign also is meant to attract an older customer in the U.S.
Exclamation essentially appeals to young women aged 14 to 24, Sutin said, adding,"But we think this ad could get us as high as 35."
Coty executives noted that Coty is spending $8.5 million to back Exclamation this year, roughly equal to last year's budget.
EXCLUSIVE: @tomford is opening its first-ever beauty store. The boutique, which opens November 20 in London’s Covent Gardens, was designed with the over-the-top glam Ford is known for. Read the full story on WWD.com, link in bio. #wwdbeauty #wwdnews (📷: Simon Wagner) #TomFordBeauty
New York-based DJ @harleyvnewton threw a party to celebrate the holiday collection of her dress and pajama line @hvn at the Ladurée Beverly Hills. It Girls @katebosworth, @rashidajones and more joined in on the fun, which included cocktails, croque monsieur sandwiches and a photo booth. #wwdfashion (📷: Owen Kolasinski/BFA.com)
For the holidays, @Burberry partnered with 20-year-old artist @blondeymccoy on a series of three outdoor murals in downtown Manhattan. The murals are McCoy’s interpretation of a Christmas eve party, the idea of charity and the spirit of family. His third mural, pictured here, is the most personal. The image depicts McCoy’s grandparents and father in London’s Trafalgar Square in the Seventies. “My work often features lots of sentimental objects.” #wwdeye
For spring 2018, designers applied bold colors and cartoonish motifs on everything from sneakers and belts to key chains. See all the top men’s accessories trends on WWD.com. #wwdtrends (📷: George Chinsee; Prop Styling by @rnasti; Market Editor: @luiscampuzano)
The @dior-sponsored @guggenheim international gala pre-party has a history of drawing cool-girl musical acts to serenade the crowd –– and last night was no exception. @haimtheband performed songs both new and old, and lured a star-studded audience with the likes of Rebecca Hall, Kate Mara, Mamoudou Athie and more. #wwdeye (📷: @lexieblacklock)
In a partnership between the @metopera and the @englishnationalopera, “Marnie” was born. The opera, with costumes sponsored by @mrporterlive, is an adaptation of the 1961 thriller by Winston Graham. Arianne Phillips, who created the costumes, is no rookie: She’s styled Madonna for her tours and created costumes for a myriad of films in the past. Read WWD’s interview with Phillips, where she talks about her inspiration for the opera’s costumes on WWD.com #wwdfashion
@barneysnyc took a different approach to their holiday windows this year. Instead of Christmas decor, Barneys tapped @thehaasbrothers to tell a story of positivity, gratitude and inclusivity via heartwarming silliness and humor. “It’s about kids and it’s about coming together and being family and loving each other,” said Simon Haas. #wwdfashion (📷: @joshuascottphoto)
Beauty influencer @kandeejohnson makes her foray into hair care with a collaboration with @ogx_beauty — making it the first time that OGX has teamed up for a product creation. The collab includes shampoos and conditioners in three scents. At 39 and a mom, Johnson is a different profile than the emerging social media stars, but is considered one of the pioneers of the digital beauty influencer world. Read WWD’s interview with her on wwd.com, including the strangest beauty product she’s ever tried #wwdbeauty