It comes in the guise of Escada Sentiment pour Homme, a men’s fragrance due to be launched worldwide this fall.
The scent is the male half of the Escada Sentiment masterbrand, kicked off in September 2000 with the introduction of a women’s fragrance by that name.
Escada Sentiment pour Homme, which is the first introduction since Wella AG’s acquisition of the Escada Beauté Group in March, is meant to help drive sales of Escada’s nonseasonal offering, which currently generates about 30 percent of the brand’s volume, according to Anne Gabarre, operational marketing director for the Escada Beauté Group.
The franchise targeting urban, upmarket 29-to-49-year-olds, "is inscribed in our long-term plans," said Gabarre, who added the aim is "to establish a new classic with Escada Sentiment" and Sentiment as a brand.
The company views the new launch also as "an opportunity to relaunch [Sentiment] in its second full year," explained Don Loftus, president of Adipar Ltd., Escada Beauté’s U.S. subsidiary.
To this end, Escada will run ads created by Alex Gonzales of A/R Media featuring both Sentiment scents together and a man and woman kissing. This visual will appear as single and double pages in men’s, women’s and men’s-and-women’s magazines, plus possibly outdoor advertising. Their tag line reads: "Two fragrances, one emotion." Escada is hoping to leverage the men’s scent off its female counterpart within the masterbrand. It’s a strategy with a proven track record, according to Nicholas Munafo, Adipar’s vice president of marketing, who said: "Of the top 10 men’s brands [in the U.S.], seven are part of master brands."
Escada executives would not disclose numbers, but industry sources estimate Sentiment pour Homme is expected to ring up about $10 million in wholesale volume in its first year.
The scent will be launched in early September in the U.S. in 250 specialty stores, including Nordstrom — the brand’s largest domestic account — Saks Fifth Avenue, Neiman Marcus and some Sephora doors. In time for Valentine’s Day, Escada Sentiment pour Homme will be sold in a total of 650 U.S. doors.The worldwide introduction is set for October.
Escada Sentiment pour Homme’s juice was created by International Flavors & Fragrances’ Dominique Ropion and Laurent Bruyere. Top notes include jackfruit and lime; heart notes count Lombock pepper and pink pepper among them, and base notes are comprised of sandalwood from Mysore and vetiver from Haiti. Serge Mansau, who created the heart-shaped bottle for Sentiment for women, designed the men’s flacon, too. This one’s a darker magenta and more linear than its female counterpart.
"It’s Serge Mansau’s interpretation of the heart for the 21st century," said Munafo.
The fragrance’s outer packaging has a holographic effect and silver lettering.
At launch, the Escada pour Homme line will include 3.4- and 1.7-oz. eau de toilette sprays, for $60 and $42, respectively. Ancillaries will include a 3.4-oz. aftershave, for $35, and a 6.6-oz. hair and body shower gel, for $20.
Outside of the U.S., there will also be a 150-ml. deodorant spray, for $22.05. Its price was converted from the Euro at current exchange rates.
The new scent isn’t the only news for Escada — there have been executive changes as well. Juliette Rapinat-Freudiger has been named president of Escada Beauté. She replaces Richard Simonin, who will maintain his position on the Escada AG board of directors. Rapinat-Freudiger had been managing director at the firm since April 2001. Before that, she worked at Parfums Givenchy, Firmenich, L’Oréal and Cosmair Inc.
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