NEW YORK -- The 16-year-old Oscar de la Renta women's fragrance will make a second debut Monday night during the Academy Awards telecast.
It will take a bow with its name shortened to a more colloquial Oscar and a sexy new ad campaign calculated to attract a broader, younger audience.
The line's outer packaging has also been redone with a simpler, cleaner design. It will appear in stores at the end of the year.
Sanofi Beaute, de la Renta's fragrance licensee, estimates that it will spend $10 million this year on the TV and print ad campaign.
The budget is at least twice last year's total outlay for Oscar and three times the amount spent on national print advertising, according to Adrienne Fontanella, vice president of marketing and development for the American brands at Sanofi Beaute.
"This is meant to show retailers that Sanofi supports its brands," Fontanella said, adding that a show of support is especially necessary at a time when store counters are being inundated with fragrance launches.
"We wanted to put some energy behind the brand and bring it to the forefront," she said.
"We've had a loyal customer and the brand has been very successful. It's time to go after a new consumer and expand the brand, Fontanella continued. "The way to do that is build awareness."
The ad campaign, created by the agency Dente & Cristina, is a sharp departure from de la Renta's past advertising, which had an opulent look featuring deep, rich colors and an animated bottle.
The new ads are suffused with brilliant light and, for the first time, an Oscar fragrance ad prominently displays a full view of the model's face.
In the 30-second TV spot, model Carrie Berkey is in bed, covered only by bedsheets. She smiles, giggles and with a laugh, says, "Oscar...Oscar."
"The biggest thing is that it's approachable," Fontanella said of the spot. "It makes you want to smile. It's sweet and it's sexy. It's fresh and feminine and romantic. It stops you and makes you want to see what is going on."
“I see things on the hanger and I’m, like, ‘I never knew that color worked on me.’ It’s things you necessarily wouldn’t choose to wear, but once you put them on, you see why Janie is who Janie is." — Lily Collins on working with former "Mad Men" costume designer, Janie Bryant on creating looks for her role as Celia Brady's in Amazon series, "The Last Tycoon." 📸@jilliansollazzo #wwdeye
EXCLUSIVE: Sarah Rutson has been tapped to Build New American Fashion Group. The parent of Joie, Equipment and Current/Elliott hired the merchant to rev up its brands and expand its portfolio into designer, beauty and lifestyle categories. Read more on WWD.com, link in bio. #wwdfashion
Michael Kors' $1.3B Jimmy Choo deal has the company squaring off with Coach Inc. as both seek to build American powerhouses. Coach bought Stuart Weitzman in 2015 and Kate Spade just two weeks ago, but Michael Kors' acquisition may be putting pressure on its rival in the new push for scale. #wwdnews (📷: George Chinsee)
Meet actress Lucy Boynton, who plays opposite Naomi Watts in the recently released Netflix series "Gypsy." Boynton stopped by WWD to talk about her upcoming projects and her nomadic lifestyle. Get all the details on WWD.com. #wwdeye (📷: @dandoperalski)