NEW YORK — Donna Karan Cosmetics is preparing to take another bite out of the Big Apple — in its continuing campaign to add a little more juice to its DKNY fragrance franchise.
The brand plans to launch a men’s counterpart to its just-launched Be Delicious scent this spring. As reported, Donna Karan Cosmetics gave international retailers a sneak peek at the men’s fragrance at a cocktail party for the women’s scent held in Cannes, France, during October’s Tax Free World Association meeting.
As reported, industry sources estimate that Karan’s total beauty business — a division of the Estée Lauder Cos. — currently racks up annual sales of about $150 million globally. It is believed that Lauder is aiming for a $250 million to $300 million business for the division within the next three years.
The Be Delicious men’s juice, developed by Karyn Khoury, senior vice president of corporate fragrance worldwide in cooperation with Givaudan, has top notes of grapefruit, juniper, quinine, green apple and coffee granita; middle notes of ocean mist, jasmine, coffee absolute from Africa and pomerose apple, and a drydown of applewood, coffeewood, dark woods and Indonesian patchouli.
“Structurally, the women’s scent is built on apple, flower and wood notes, while the men’s is built on coffee and apples,” explained Veronique Gabai-Pinsky, senior vice president and general manager for Donna Karan Cosmetics. “The structure brings something new to the market — it’s edgy without being so edgy that men won’t wear it.”
The scent will be available in about 1,800 U.S. department and specialty stores in February, with a global rollout immediately thereafter. By April, the scent is expected to be in its full global distribution, noted Gabai-Pinsky. The men’s target audience is expected to fall in the 25- to 40-year-old age range. “Basically, we think it will appeal the most to affluent young urbanites,” said Gabai-Pinsky.
Eaux de toilette in two sizes — 1.7 oz. for $42 and 3.4 oz. for $58 — will be sold, as will two 3.4-oz. aftershaves, one a liquid and one a balm and each priced $42; a 5-oz. shower gel, $24, and a 0.2-oz. lip balm, $16. The eaux de toilette are housed in an amber version of the women’s bottle — a glass apple with a silver spray-through cap and a label that looks like an apple sticker. Outer packaging is of brown kraft paper.While neither executive would discuss sales projections or advertising spending, industry sources estimated that the scent would do upwards of $20 million at retail in its first year on counter, with about $4 million expected to be spent on advertising and promotion.
Both TV and print advertising are planned for the scent. Two versions of the print — one men’s-only and a second touting the masterbrand — will begin breaking in March magazines, including GQ, Cargo, Men’s Health, Vanity Fair and In Style.
TV advertising will build on the existing TV campaign that was developed for the women’s scent. Additional scenes, shot at the same time as the women’s commercial, have been edited into the spot, which show a hip young woman and man reaching for the same apple at an outdoor fruit stand. Masterbrand TV advertising will begin appearing in March, said Diane Kim, vice president of global marketing for Donna Karan Cosmetics.
An extensive sampling campaign — expected to get more than 20 million scented impressions to consumers — is also planned, noted Kim.
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