NEW YORK — Women adore Antonio Banderas. Now America will find out if they want to wear a scent bearing his name.
Fresh from victory for Spirit Antonio Banderas for Men at last week’s Fragrance Foundation’s FiFi Awards, PUIG Fragrances and Personal Care North America is rolling out a female companion. “I’ve fully invested myself in this partnership with PUIG and I’m thrilled to be introducing my second fragrance in the U.S.,” Antonio Banderas said in a statement.
Spirit Antonio Banderas for Men took honors for Men’s Fragrance of the Year in popular appeal as well as best packaging in the mass category. The scent ranked in the top 10 of mass market brands last Christmas against stalwarts such as Drakkar Noir and Cool Water, according to data from Information Resources Inc.
Spirit Antonio Banderas for Women will reach mass retailers this fall and buyers hope it will bring the same celebrity wattage to women’s mass scents that the logo delivered in men’s. The category could use the star power. According to IRI data for the 52 weeks ended Jan. 26, 2005, women’s mass market sales (excluding Wal-Mart) declined 3.4 percent to $483 million. Men’s during that same period increased 4.2 percent to $389 million.
Spirit Antonio Banderas for Men was the initial foray by PUIG into the U.S. market, but the company plans to grow into a “major player with new innovations in 2006,” according to Vince Colonna, executive vice president and general manager of PUIG Fragrances and Personal Care North America Inc., a subsidiary of PUIG Beauty and Fashion Group.
“The men’s scent set the tone, gave us credibility and a strong foundation,” said Colonna. Industry sources say the women’s version could eclipse men’s sales and hit $30 million. Combined, the two scents will produce sales of at least $50 million, sources said. In Europe and Latin America, the PUIG Antonio Banderas Seductive fragrances franchise encompasses four fragrances as well as aftershaves, shower gels and balms, with sales in excess of $50 million.
Celebrity-endorsed fragrances are finally filtering into the mass market with Curious from Britney Spears and Jessica Simpson’s Dessert leading the way. But Antonio Banderas is, according to retailers’ recollections, the only celebrity with men’s and women’s offerings. Coty is using hunky Matthew McConaughey in advertising for Stetson, but the brand doesn’t bear his name. Will women want a scent fronted by a man who is known for acting rather than designing? PUIG has the research to support that they do. “Women want him. Men want to be like him,” said Gregory Black, senior marketing manager at PUIG. Extensive research finds that Banderas appeals to both men and women of all ages. An added extra is his fame among Hispanic consumers whom more and more retailers are attempting to lure. “My roots in Spain are very important to me and in everything I do I want to be an ambassador for Latin culture,” said Banderas in a release.
Advertising for the women’s scent picks up where the man’s spot left off. Banderas is dancing in a club and catches the eye of an attractive woman. “We’re playing off of the men’s ad and adding the women’s scent to make the campaign consistent,” said Black. In addition to national television, the campaign includes national print, cable and in-store promotions that will break in October. Displays will feature Banderas and his female complement. There will also be account-specific vehicles. The company is receiving publicity from events such as sponsorship of Aspen’s annual Winterskol Festival and fireworks in January.
More than $12 million is earmarked for marketing and sampling for Antonio Banderas fragrances. Spirit Antonio Banderas for Women’s packaging is shapelier than the men’s and in pink rather than red. The scent is considered a modern Oriental with citrus and plum top notes, a fresh floral heart and a woody Oriental polish.
“In research, women all loved the bottle and thought Antonio would know what a woman should smell like,” said Black. The focus groups of women said the package would catch their eye immediately and draw them toward the fragrance.
Pricing for the women’s scent is in line with the men’s. A 1-oz. eau de toilette spray is $21.50, a 5-oz. body lotion is $9 and the 1.7-oz. EDT spray is $30.
PUIG is working with retailers to enhance the ambience of mass market fragrances. Integral to that effort has been an acrylic fixture created by The Royal Promotion Group.Although Spirit for men was an existing scent in Europe from PUIG, the women’s version was created for the U.S. debut. According to Pedro Escudero, director of marketing, PUIG has plans to extend the men’s franchise and import other European success stories as well as unveil new innovations in the beauty category. PUIG also markets Barbie and My Scene body sprays and fine fragrances in the U.S.
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)
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