MONTE CARLO, Monaco -- When executives from Karl Lagerfeld and Elizabeth Arden gathered here last week to unveil the designer's new women's fragrance, Sun Moon Stars, they laid out a long-term goal that is as clear as a summer night: They want to have...
MONTE CARLO, Monaco -- When executives from Karl Lagerfeld and Elizabeth Arden gathered here last week to unveil the designer's new women's fragrance, Sun Moon Stars, they laid out a long-term goal that is as clear as a summer night: They want to have the world's best-selling fragrance.
"The number-one scent in the world right now is Tresor by Lancome," said Joseph Spellman, executive vice president of product development and creative at the New York-based Arden. "It's our ambition to see Sun Moon Stars become a more important fragrance than Tresor."
Spellman gave no time frame or volume figures. But executives indicated that the goal is over $100 million.
The fragrance will be backed with $40 million in advertising and in-store promotion to fuel what will be the first worldwide launch for Arden and its Parfums International division, which developed the scent and will introduce it in September.
While executives declined to provide numbers, sources indicate that the immediate goal for this fall's launch period is to generate more than $30 million in wholesale volume in the U.S. and an additional $20 million to $30 million overseas. "This is the first truly global launch we have ever attempted," said Arden's president and chief executive officer, Robert M. Phillips. "Essentially the product will be offered simultaneously in all our markets in the world."
Sun Moon Stars will roll out internationally in over 50 markets.
Phillips made his remarks to about 80 beauty editors attending the scent's unveiling in this Mediterranean city.
The scent, Lagerfeld's first women's fragrance since KL in 1982, comes in a distinctive orb-shaped blue bottle with moon and stars in relief and a sunburst top. The celestial symbols were hand drawn by Lagerfeld.
"It has a strange blue of a magical moonlight. This is a fragrance for modern life, an intergalactic scent," the designer said. "As the bottle is in the shape of a globe, let's hope this is a global perfume."
Lagerfeld, who says he has been obsessed with scents since he was three, compared the fragrance to "forgotten childhood, the man on the moon." But he added, "Sun Moon Stars smells of wet paper. I love the smell of good paper, which comes from wood. Not fax paper, of course."
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