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.
@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)
Discovery is collaborating with British pop artist @philipcolbert on a new line of clothing and accessories called Discovery Shark. The collection, which will launch next summer for Shark Week’s 30th anniversary, features a whimsical line of women’s and men’s bomber jackets, sweatshirts, bags and more. #wwdfashion
“I’m always a big champion of a female rapper, and I’m glad to see a new voice that feels unique and authentic that’s coming up, and I think we’re going to see more great things from her,” said @itsjeremyscott about @iamcardib, who performed at @moschino’s Art Basel Miami Beach party last night. #wwdeye (📷: @lexieblacklock)
@janellemonae’s “What’s Your Frequency?” room in @refinery29's #29Rooms made its debut this week at the opening of the Los Angeles art exhibit. “It’s about the ongoing conversation around mass surveillance, the weaponization of technology and cultural uniformity. My space was created so that we can come together and talk about the complexities of our humanity,” said Monáe. #wwdeye (📷: @bucknerphoto)
@pantone announced their Color of the Year 2018: Ultra Violet. Nearly 20 months after the musician Prince’s death, fashion is having a purple moment. Varying shades of purple appeared on spring or fall runways, from @christopherkane to @calvinklein. @gucci’s Alessandro Michele bathed his fall runway in ultra violet-colored light at one point. Pantone 18-3838 is meant to “push the boundaries of what inspires us to look upward and outward to the future.” #wwdnews #wwdfashion (📷: @kukukuba)