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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.
This story first appeared in the January 28, 2005 issue of WWD. Subscribe Today.
Jil Sander Sport for Women’s fruity floral juice was created by Beatrice Piquet and Sophie Labbe of International Flavors and Fragrances. The fragrance features top notes of grapefruit, Sicilian mandarin, green apple and spicy ginger. Among heart notes are black currant, peony and hydroponic freesia. Cedar, sandalwood and peach are in the scent’s drydown.
Jil Sander Sport for Men, created by Nathalie Lorson and Thierry Wasser of Firmenich, is a cool, spicy, woody scent. It has top notes of lemon zest, ginger and aromatic cedar needles. Its spicy heart notes include pepper, cardamom and papyrus. Creamy sandalwood, cedar and hinoki notes are at its base.
The 50-ml. and 100-ml. eau de toilette sprays will retail for 39 euros and 55 euros, respectively, or $50.50 and $71 at current exchange. The women’s ancillary line will include a shower gel, body lotion and deodorant. An aftershave splash, hair-and-body shower gel and deodorant are in the men’s line.
While Mariez refused to discuss sales projections for the fragrance duo, industry sources estimate they could generate $35 million in retail sales in their first year.
The scents will bow in the Netherlands, Belgium, Switzerland and Austria in April, and Germany is slated for May.