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.
My character, Dinah Madani, is just the coolest, [most] badass woman imaginable," says @amberroserevah. The actress stars in @marvel's newest series on @netflix, @thepunisher. To prepare for her role, Revah sat down with Homeland agents to get a real sense of with Dinah's day-to-day life is really like. Read our full interview on WWD.com. #wwdeye (📷: @jilliansollazzo)
A scene from the 91st annual @macys Thanksgiving Day Parade. The parade, which boasts 50 million TV viewers and 3.5 million on-site spectators, is considered one of the largest and most watched parades in the world. (📷: Jason Szenes/EPA-REX)
The circus came to @bloomingdales 59th Street on Tuesday night and lit up Lexington Avenue with acrobatic dancers, death-defying knife throwing, sword swallowing and aerial acts with no net. The 45 minutes of theatrics built up to unveiling the holiday windows depicting @swarovski crystal-encrusted circus pieces and scenes from “The Greatest Showman” – songs from the soundtrack included. See the rest of the photos on WWD.com #wwdfashion (📷: Joshua Scott)
The psychedelic fashion that pervaded the ’60s is back with an exhibit at the @museumofcityny. “Mode New York: Fashion Takes a Trip” chronicles the changing styles from 1960 through 1973 and features designers such as @ysl, @oscardelarenta and more. The exhibition, which is on display through April 1, is organized into four periods: First Lady Fasion, Youthquake, New Bohemia and New Nonchalance. Pictured here is model Pat Bardonella during the Garvey Day Parade in 1968. (📷: @kwamebphoto) #wwdeye #wwdfashion
“People should be a lot more honest in expressing both the dark and light of themselves. We need to give each other the space to do that because it’s the only way we can grow and evolve,” says @noelwells of her new film “Mr. Roosevelt,” which is largely based on her own struggles. Unexpectedly leaving @nbcsnl in 2014 after just one season, Wells felt set back in her self-esteem and career trajectory. She quickly refocused her energy to more personal projects, which led to the completion of “Mr. Roosevelt.” Read the rest of WWD’s interview with the “Master of None” actress on WWD.com #wwdeye (📷: @jilliansollazzo)
@barbrastreisand is giving fans a chance to see her perform up close in a new concert series, which makes its debut on @Netflix today. From behind-the-scenes takes to her concert performance in Miami last December, the two-hour streaming special captures Streisand in her element. Pictured here is the singer/actress photographed for WWD in 1963. (📷: Palmieri Tony) #wwdeye #wwdarchive
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion (📷: Dominique Maître)
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)