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."
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