NEW YORK -- Parfums Givenchy is reaching for a larger audience.
The French fragrance company is in the midst of a global rollout of Fleur d'Interdit, or "forbidden flower." It is described as a funky fragrance for young women and is designed to draw new users to the Givenchy counter.
Following a mid-April introduction in 13 department stores in Japan, Fleur d'Interdit is now being rolled out to 2,665 perfumeries in France, Switzerland and Belgium, three-quarters of which are in France.
It will be launched in the U.S. in October. Givenchy executives would not discuss sales projections or promotional budgets, but industry sources estimate that Fleur d'Interdit could do $20 million at wholesale in 1995, backed by $5 million to $8 million in advertising and sales promotion.
The fragrance will also be launched in other international markets from September through the first half of next year.
Although the launch is global, consumer targets differ in the various markets. In France and Japan, Givenchy is attempting to recruit a new generation by aiming Fleur d'Interdit at women age 20 and under. Marketing a fragrance for teenagers is a first for Givenchy, according to executives at the parent company in Paris.
The U.S. subsidiary, however, is aiming at a broader audience -- women who might be interested in Fleur d'Interdit's low price points and light formulation. The target area includes women from 18 to 25, but could involve other demographic groups as well, noted Robert Brady, president of the New York-based Parfums Givenchy Inc.
He noted that in Europe, teenagers shop in the prestige market perfumeries. But in the U.S., young women tend to shop for fragrances in chain drugstores, which are not part of Givenchy's normal distribution.
As far as market dynamics go, the new scent fits into an emerging trend here that first gained widespread attention last year with the launch of Elizabeth Arden's Sunflowers, with its low entry price and light formula.
In October, Calvin Klein Cosmetics will launch CK One, a fragrance for men and women that features a light formulation priced well below Klein's other scents.
Fleur d'Interdit is being launched with only two stockkeeping units, 1.7-oz. and 3.4-oz. eau de parfum sprays, retailing for $25 and $35, respectively. A body lotion will be added in the first quarter of 1995.
Hermès is launching a Laundromat pop-up shop in NYC - dubbed Hermèsmatic - where customers can bring their old scarves to be dip-dyed by an expert. Get all the details on WWD.com. #wwdnews (📷: @donstahl)