By  on September 4, 2009

NEW YORK — Demeter Fragrance Library has something for every retailer to check out.

The fragrance company, under the leadership of chief executive officer Mark D. Crames, is not only tapping its vast fragrance vault, but also adding new scents tailored to different channels at varying price points. For example, there are $10 purse sprays for drugstore chains, and a sophisticated, naturally positioned line for specialty stores available for $68 for a 1.7-ounce eau de parfum.

“We are seeking broader distribution,” said Crames. “We find there is a lack of newness, especially in mass where [retailers] are trimming duplication. We can provide constant newness.”

With all the bases covered, industry sources think Demeter could reach net sales exceeding $10 million within the next year.

One clear area for growth is taking the fragrance line that grew to fame with unorthodox scents, namely Dirt and Laundromat, to the mass market. When New York City drugstore chain Duane Reade unveils its flagship in Herald Square this fall, Demeter will launch its own flagship department within the store. According to Crames, the Demeter stand-alone store closed in 2002 and this new Duane Reade department “will be our own flagship.”

He said the look and feel will be reminiscent of what Demeter looked like in Sephora years back. The space will allow Demeter to offer about 90 scents. While the mass market is dramatically different than the very narrow scope in which Demeter was launched and grew up, Crames said shoppers have changed their buying patterns as channels blur.

The fragrance firm said CVS Pharmacy has recently set up a Demeter area stocked with the top classic scents. And, to yield an introductory price point, Demeter has introduced new half-ounce purse sprays priced at $10. CVS Pharmacy will sell both purse sprays and 1-oz. cologne sprays with a suggested retail of $20 in six classic scents, namely Baby Powder, Laundromat, Pure Soap, Lilac, Patchouli and Honeysuckle. According to CVS Pharmacy, the fragrances will be featured in its circular advertisement this Sunday.

“The Demeter Fragrance Library will offer fun, playful options for our customers at an accessible price point,” said Mary Lou Gardner, divisional merchandising manager for beauty, CVS Pharmacy. “The Demeter line is inspired by real life, creating scents that evoke special memories.”

Crames said its vast offer of more than 250 concoctions allows retailers to customize the selection. “We can offer chains special seasonal fragrances, such as Egg Nog or Spruce It Up,” said Crames. “With 13 years of experience and hundreds of scents, we can do just about anything.” For example Cinnamon Bark is an exclusive at Ulta. Rite Aid will present a Christmas promotion with purse sprays of Egg Nog and Snow.

Demeter is also a major resource at Sears. Andrea Goldner, divisional merchandise manager, Sears Beauty, said the line is a perfect addition to Sears’ beefed-up beauty department. Crames pointed out there are flavors within the library perfectly suited to Hispanic shoppers, which is part of the Sears selection.

For teen specialty stores, Demeter is offering its candy licenses such as Jelly Belly and Tropical Dots. “The licensed candy works better in specialty than mass,” explained Crames. A Pop Tart license will add to the selection next year. Claire’s is among the merchants featuring the candy brands. Additionally, Demeter just signed with Sanrio for a line of Hello Kitty scents based on the personalities of six of the characters. The Hello Kitty assortment will hit specialty stores in 2010.

For specialty stores, Demeter has more complex choices such as its Vintage Naturals, which debuted earlier this year exclusively in Sephora North America. The range is comprised of five scents, Rosebush, Geranium, Mimosa, Lavender and Patchouli.

There also is a launch slated for natural food retailers called Demeter Natural, which includes Patchouli, Lime and Lilac. For the real Demeter fanatic, the company Web site sells the full selection of 250 fragrances.

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