If Disney Consumer Products has its say, the answer will be orange creamsicle this fall. That's the scent of the debut High School Musical fragrance, which is hitting shelves in wide release timed to profit from the mania surrounding the Aug. 17 airing of the popular Disney Channel original movie's sequel.
"There is definitely a bigger window of opportunity now [because of the] momentum the Disney Channel started garnering with the That's So Raven franchise and is building up with Hannah Montana, High School Musical and Cheetah Girls," said Johanna Mooney, director of food, health and beauty at Disney Consumer Products. "We are trying to respond to those girls' needs to have products that feed the lifestyle they aspire to."
Disney Consumer Products cracked the tween perfume market two years ago with That's So Raven and continued to expand its presence earlier this year by launching the Hannah Montana fragrance at Club Libby Lu in March. According to Rebecca Killian, senior vice president of creative and marketing for Boom LLC, the Disney Consumer Products licensee that develops the fragrances, thousands of Hannah Montana units are sold per week.
"Hannah Montana has surpassed our expectations. We are cautiously excited to see how High School Musical performs," said Killian. "With all that Disney is doing with that [High School Musical] brand, it is hard to think it is not going to be just as successful." Disney Consumer Products declined to project sales for the High School Musical fragrance.
The High School Musical items have begun to be shipped to Claire's Stores Inc. locations and will be introduced in Kmart and Wal-Mart for back-to-school and holiday, when gift sets are critical to the merchandising strategy. The High School Musical fragrance is $12 for 1 oz. and $7.50 for 0.5 oz.
After That's So Raven rolled out, Disney Consumer Products evaluated its approach to the beauty industry last year by conducting a study of 150 tweens to determine their preferences. Mooney outlined several fragrance findings: girls gravitate toward fruity notes; they typically mirror their adult women counterparts in having 2.7 fragrances on rotation and they desire age-appropriate products. Clinique Happy, New York Chic and L.A. Style by Mary-Kate and Ashley Olsen, and Britney Spears' Curious are often among the perfumes in girls' fragrance stockpiles."We knew that moms were very careful about what they let their girls wear, but we were pleasantly surprised to know the girls also want that," said Mooney. "It is important that the girls feel the moms will approve."
In the pricing, Disney Consumer Products discovered that, although a few girls will buy $50 perfumes, sticking to around the $12 mark drives volume. And in packaging, featuring images of the Disney Channel show's cast members — stars of "High School Musical" include Zac Efron, Ashley Tisdale and Vanessa Hudgens — is important for customers to identify with the products.
"They see the High School Musical kids jumping up in the air [on the box] and are like, 'Grab that,'" said Killian.
@fearofgod and @maxfieldla have teamed up on a pop-up installation. The store, located in the gallery space across from Maxfield’s Melrose Ave location, is the site of the brand’s House of God pop-up in which Fear of God founder @jerrylorenzo has created a church-inspired installation. A dozen vintage church pews sit in front of an LED screen playing 90s gospel singers in an effort to re-create an environment akin to a Southern Baptist Church, Lorenzo explained. Read more about the pop-up on WWD.com #wwdfashion (📷: Jennifer Johnson)
Known for his sleek, sophisticated American glamour, Norman Norell is the subject of an upcoming exhibition at @fitnyc. “Norell: Dean of American Fashion,” which runs from February 9 through April 14, will feature approximately 100 ensembles and accessories. His best work is exemplified by the designer’s glittering “mermaid” gowns frosted with thousands of hand-sewn sequins – like the one pictured. (📷: William Helburn) #wwdfashion
For pre-fall 2018, @balmain didn’t let go of the glitz. A crystal embroidered baseball jacket priced at around $40,000 hangs in the “couture” section of the brand’s first men’s pre-collection. Sporting the words “Balmain Army” across the back, the item took around two months to make. “When it was completed, it was like Christmas, it was like, ‘It’s done, it’s exactly what I wanted,’” said Balmain’s creative director @olivier_rousteing during a tour of the collection in a Paris showroom on Monday. #wwdfashion
Eighty degree temperatures and outdoor installations at the annual Art Basel Miami Beach called for bright, elevated beachwear. See more street style pictures on WWD.com. #theyarewearing #ABMB (📷: @lifeinreverie)
Following September’s emotional tribute to her brother Gianni, Donatella Versace wanted to bring the spring show’s deep sense of intimacy to her @versace_official pre-fall collection. Donatella found inspiration in Versace Palazzo in Milan and from Gianni’s opulent apartment. Archival patterns and new motifs were splashed on silk shirtdresses and fitted jersey frocks. See the rest of the photos on WWD.com. #wwdfashion
Demna Gvasalia continues to shake up the Paris fashion calendar — and experiment with new runway timetables for his @vetements_official brand. WWD has learned that Vetements plans to stage its next coed show for the fall 2018 season on January 19 during Men’s Fashion Week in the French capital. Details about the timing and venue have not been confirmed — stay tuned on WWD.com to catch the latest. #wwdnews (📷: @giovanni_giannoni_photo)
@zacposen's go-to holiday gift? Cookies! "I'll usually bake cookies and send them as a gift," said the designer, who recently released his cookbook "Cooking With Zac: Recipes from Rustic to Refined." Get the recipe for his Brown Butter-Chocolate Chip Cookies via link in bio 🍪🍪🍪 #wwdeye #cookingwithzac
For @monsemaison’s pre-fall 2018 collection, Fernando Garcia and Laura Kim honed in on the brand’s many signatures — men’s wear, which was tweaked and feminized through deconstruction, proportion play and lots of bare shoulders. See the rest of the photos on WWD.com #wwdfashion (📷: George Chinese)
On Friday night, @yohjiyamamotoofficial received the Design for Asia Lifetime Achievement Award in Hong Kong. The 75-year-old designer has been celebrated for many years and is best known for his dark and avant-garde tailoring. “In my long career, in design, architecture, [I’ve been to] so many parties, this is the very first time that I have such a warm feeling, I really appreciate this,” Yamamoto said. #wwdfashion (📷: @dominiquemaitre)