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.
London’s newly opened @designmuseum will look back on the life and work of Azzedine Alaïa in a show that the designer helped to curate before he died of heart failure last month. The retrospective, which Alaïa had worked on with Mark Wilson, chief curator of the @groningermuseum, will look at the impact of his work worldwide. The show, “Azzedine Alaïa: The Couturier,” will run from May 10 to October 7. Read more about the exhibit on WWD.com #wwdnews #wwdfashion (📷: @zefashioninsider)
@Pharrell and his wife Helen Lasichanh were among the stars that came out to celebrate @rimowa’s first pop-up concept shop. The space, which is located on Rodeo Drive in Beverly Hills, draws inspiration from airport luggage carousels and lounge areas – and features the company’s luggage and accessories. If the pop-up is successful it could pave the way for addition temporary shops throughout the world. #wwdfashion (📷: Owen Kolasinski/BFA)
@carineroitfeld celebrated @crfashionbook’s first calendar last night with a dinner party at Spring Place in Manhattan. Photographed by @stevenkleinstudio, the calendar takes on a fitness theme and features @joansmalls, @gigihadid, @danielle_herrington_ – pictured here – and more. “[Carine Roitfeld] wanted me to feel sexy and she wanted me to be myself and feel it out on my own and do what I felt was right,” said Herrington, aka Miss October. #wwdeye
@saintrecords and @virgilabloh last night at @americanexpress’ “A Night With Success Makers” event. “I always bring it back to community because without that I wouldn’t have the courage,” said Knowles when asked how she has gotten where she is now. Read more highlights from their conversation on WWD.com. #wwdeye (📷: @lizdoupnik)
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@assouline’s latest book, “The Spirit of Bentley: Be Extraordinary” captures the adventurous attitudes and opulent lifestyles of @bentleymotors’ most creative owners and enthusiasts throughout the U.K. The 292-page hardcover has a section dedicated to showing its team of skilled artisans and photos of its most colorful owners, from George Bamford to designer @alicetemperley, pictured here by Aline Coquelle. #wwdeye
@google released its report on the most popular search terms this year. For fashion brands, the list was led by @gucci, the luxury brand that stunned the market last October when it pledged to stop using fur. Runner ups were @supremenewyork and @fashionnova, along with more established brands like @louisvuitton, @chanelofficial and @ysl. #wwdfashion (📷: @aitorrosasphoto)
In yet another fashion show shuffle, @elleryland is moving its show in sync with the Paris couture calendar — though the brand is still keeping one foot on the city’s ready-to-wear schedule. Their runway show in January will coincide with the launch of a new strategy: designing two main collections each year instead of four, which will then be released in four drops. “As we all know, the system needs to change. We need to show sooner to give time back to artisans and designers to do what they do best — create,” said founder Kym Ellery. #wwdnews #wwdfashion (📷: @kukukuba)
@maxmara’s classic 101801 coat was the cornerstone of its pre-fall 2018 collection. The design team expanded the traditional double-breasted, kimono-sleeved style into a trapeze coat, lean belted styles and a peacoat and presented them in monochromatic looks – like the camel one pictured here. #wwdfashion #prefall18 (📷: George Chinsee)