PARIS — The Lacoste apparel and fragrance businesses are being cultivated in a similar fashion.
"The Lacoste brand has developed a level of sophistication not see in five to 10 years," said Oliver Kastalio, global vice president for prestige products at Procter & Gamble Co., holder of the Lacoste beauty license. "What's being seen in the fashion line is being mirrored by the fragrance range and brought to life with the launch of Lacoste Elegance."
The new men's scent — which just hit U.S. and U.K. shelves and is being rolled out to Germany and France, then to Italy and Spain in October and Russia in November as part of its global introduction — targets males aged 30 to 35, according to Kastalio.
Elegance's fougere oriental juice, created in partnership with Quest, includes a "light aromatic accord," with notes of thyme, mint, violet leaves and Juniper tree berries; an oriental woody accord of sandalwood, cedar wood and amber notes, plus a bitter chocolate accord, and a spicy accord, made of black pepper, nutmeg, cardamom and raspberry notes.
Its advertising campaign includes 15-, 20- and 30-second TV spots, created by Michael Haussman, featuring model Norbert Michalke as a modern-day gentleman in an urban escapade. There are also single- and double-page print ads and an Internet campaign. Sampling is to include miniatures, among other formats.
Lacoste Elegance's bottle, which is partially swathed in a brushed-metal sheath and capped in the same material, was created in collaboration with Paris-based design agency QSLD. The flacon's blue-and silver-colored outer packaging was conceived in partnership with Lutz Herrmann Design of Hamburg, Germany.
P&G executives would not discuss sales projections, but industry sources estimate the scent will ring up around $100 million in retail sales during its first year.
The Lacoste fragrance business has grown 15 times the size it was in 2001, when P&G took over the business, according to Kastalio, who would not divulge numbers.
The Lacoste Elegance lineup includes a 90-ml. eau de toilette spray for 66 euros, or $90.20 at current exchange rates, and a 50-ml. eau de toilette spray for 50 euros, or $68.40. The 90-ml. aftershave lotion is 54 euros, or $73.90; the 50-ml. aftershave lotion is 43 euros, or $58.85; the 75-g. aftershave balm is 35 euros, or $47.90, and the 75-g. stick deodorant, 150-ml. spray deodorant and 150-ml. shower gel are 22 euros, or $30.15, each. Prices are for France.In the U.S., the collection is priced at $50 for a 1.6-oz. eau de toilette spray; $65 for a 3-oz. eau de toilette spray; $50 for a 3-oz. aftershave splash; $42 for a 2.5-oz. aftershave balm; $28 for a 5-oz. shower gel and $22 for a 2.5-oz. deodorant stick. It is being carried by 2,500 U.S. department and specialty store doors, including Bloomingdale's, Saks Fifth Avenue, Nordstrom, Macy's and Dillard's.
"Lacoste Essential, which we launched 18 months ago in the U.S., reestablished the Lacoste brand as a serious fragrance brand in the U.S.," said Don Loftus, president and chief executive officer of P&G Prestige Beauty in the U.S. "Adding Elegance to the mix addresses a different side of that consumer and we believe it will be a huge success."
EXCLUSIVE: @tomford is opening its first-ever beauty store. The boutique, which opens November 20 in London’s Covent Gardens, was designed with the over the top glam Ford is known for. Read the full story on WWD.com, link in bio. #wwdbeauty #wwdnews (📷: Simon Wagner) #TomFordBeauty
New York-based DJ @harleyvnewton threw a party to celebrate the holiday collection of her dress and pajama line @hvn at the Ladurée Beverly Hills. It Girls @katebosworth, @rashidajones and more joined in on the fun, which included cocktails, croque monsieur sandwiches and a photo booth. #wwdfashion (📷: Owen Kolasinski/BFA.com)
For the holidays, @Burberry partnered with 20-year-old artist @blondeymccoy on a series of three outdoor murals in downtown Manhattan. The murals are McCoy’s interpretation of a Christmas eve party, the idea of charity and the spirit of family. His third mural, pictured here, is the most personal. The image depicts McCoy’s grandparents and father in London’s Trafalgar Square in the Seventies. “My work often features lots of sentimental objects.” #wwdeye
For spring 2018, designers applied bold colors and cartoonish motifs on everything from sneakers and belts to key chains. See all the top men’s accessories trends on WWD.com. #wwdtrends (📷: George Chinsee; Prop Styling by @rnasti; Market Editor: @luiscampuzano)
The @dior-sponsored @guggenheim international gala pre-party has a history of drawing cool-girl musical acts to serenade the crowd –– and last night was no exception. @haimtheband performed songs both new and old, and lured a star-studded audience with the likes of Rebecca Hall, Kate Mara, Mamoudou Athie and more. #wwdeye (📷: @lexieblacklock)
In a partnership between the @metopera and the @englishnationalopera, “Marnie” was born. The opera, with costumes sponsored by @mrporterlive, is an adaptation of the 1961 thriller by Winston Graham. Arianne Phillips, who created the costumes, is no rookie: She’s styled Madonna for her tours and created costumes for a myriad of films in the past. Read WWD’s interview with Phillips, where she talks about her inspiration for the opera’s costumes on WWD.com #wwdfashion
@barneysnyc took a different approach to their holiday windows this year. Instead of Christmas decor, Barneys tapped @thehaasbrothers to tell a story of positivity, gratitude and inclusivity via heartwarming silliness and humor. “It’s about kids and it’s about coming together and being family and loving each other,” said Simon Haas. #wwdfashion (📷: @joshuascottphoto)
Beauty influencer @kandeejohnson makes her foray into hair care with a collaboration with @ogx_beauty — making it the first time that OGX has teamed up for a product creation. The collab includes shampoos and conditioners in three scents. At 39 and a mom, Johnson is a different profile than the emerging social media stars, but is considered one of the pioneers of the digital beauty influencer world. Read WWD’s interview with her on wwd.com, including the strangest beauty product she’s ever tried #wwdbeauty