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.
In honor the @CFDA’s announcement of @iamnaomicampbell receiving the Fashion Icon Award at the 2018 #CFDAAwards, which will take place on June 4, here’s a #tbt of the supermodel on @michaelkors’ runway in 1991. #wwdfashion #wwdarchive (📷: George Chinsee)
“I was making the guacamole when my scout saw me,” says model @stuckinteenage on being discovered just six months ago while working at @chipotlemexicangrill. Since then Williams has signed with @dnamodels, walked in her first show at @calvinklein and landed on the cover of @vogueitalia – a high point of any model’s career. To read @lisajlockwood’s full interview with the model on her experiences thus far, head to WWD.com – link in bio. (📷: George Chinsee)
“I love the idea of dialogue, period. It’s where I’ve always gotten my inspiration from: hearing other women speak, their journeys and their paths,” said @hereisgina, who delivered the keynote speech during @sxsw for @createcultivate in partnership with @fossil. For her two panels, Rodriguez chose female empowering, female-led and female entrepreneurs to focus on. Head to WWD.com to read more about her thoughts on Time’s Up, growing up in a family of women and why we “need a girls’ club.” #wwdeye #sxsw (📷: @jgreenery)
Leading luxury brand are shaking things up to keep up with streetwear. Case in point: the arrival of @mrkimjones as artistic director of @diorhomme. Jones, who succeeds @Kris_Van_Assche, is seen as one of the handful of designers who can actually straddle the luxury and streetwear worlds — which could lead to even more changes at established brands. What could this mean for the rest of the menswear landscape? Head to WWD.com to find out what experts predict #wwdfashion (📷: @franckmura)
“It’s like buying groceries. You’re going to buy the best mango, the best mozzarella, the best things. You have to, or others are going to take it all,” said @gabrielahearst on why she uses only the finest fabrics. Last week, Hearst received her first @cfda nomination for Womenswear Designer of the Year, and earlier this month she opened a permanent showroom in Paris. To read @jessiredale’s interview with the designer and find out why this is shaping up to be a big year for her, head to WWD.com. #wwdfashion (📷: @francoisgoize)
“It’s an interesting thing, playing a younger version of your mother. It’s an interesting concept. I adore my mom and love her in every capacity, but it was just something that had never crossed my mind,” says @anniemstarke on playing a young Joan Castleman in “The Wife.” The same role will be played by her mother Glenn Close. Read more about her growing up in the film industry as the daughter of producer John H. Starke and Close and what she has planned for the future #wwdeye (📷: @nataliamantini)
@asics is launching a new streetwear sneaker inspired by its latest ambassador, @steveaoki. The Hyper-Kenzen x Aoki, which will launch at @footlocker stores exclusively tomorrow, is a slip-on style that incorporates the brand’s proprietary Gel technology through beads integrated into the midsole for comfort and endurance. Read the full story on WWD.com.