PARIS — Jil Sander is getting into the game this spring with Jil Sander Sport, a fragrance masterbrand.
Launched with Lancaster Group, Coty Inc.’s prestige division and holder of the Sander beauty license, the two scents — one for women and one for men — are meant to draw a more youthful client base to the brand.
“We want to talk to a young target for Jil Sander,” said Françoise Mariez, senior vice president of marketing, fragrances, at Lancaster Group.
Whereas the fashion brand’s clothing is expensive to buy, the core audience for Jil Sander Sport will be 18- to 25-year-olds.
“To attract new and younger people to the brand, we had the idea of using flashy colors and a sports concept,” said Mariez.
Each scent was concocted with Jil Sander’s creative input before she left her namesake brand in 2004. Of course, Sander’s take on sport is far from the locker room variety.
“[It’s a way of] talking about sports with class and elegance,” said Mariez. “Sport is about energy and balance. It’s physical, but the mind is in control and there’s a strong aesthetic sense.
“It’s something that expresses energy, the idea of freedom and the idea of going beyond one’s boundaries and afterward enjoying the pleasure of having made an effort,” she added.
Each sport scent is packaged in a brightly colored carton — fluorescent orange for the men’s and hot pink for the women’s.
“There’s no packaging of this color used already in the industry,” claimed Mariez, who added such hues were chosen for their shock appeal.
The graphic elements on the outer packaging, created by Work in Progress’ Ezra Petronio, appear on the scent’s cylindrical bottles.
Single- and double-page advertisements for the scents picture models Lily Donaldson and Jean-Baptiste Degez against a cloudless sky. Art-directed by Tho Van Tran of Air agency and lensed by photographer David Sims, the visuals are meant to express the concept of sport.
Also supporting the launch will be 1.3-ml. vial samples.
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)