Liz: Claiborne’s New Girl

Liz Claiborne will expand its fragrance franchise in April with a new women's scent simply called Liz

NEW YORK — A new girl will join the Liz Claiborne fragrance franchise this spring.

Simply called Liz, it is a light floral scent, and will be launched in April, said Art Spiro, president of Liz Claiborne Cosmetics.

“This is a scent that is intended to appeal to a modern woman,” said Spiro, adding that the brand’s targeted customer is “independent, energetic and fun.”

“The Liz consumer enjoys her life, whether she’s 15 or 50,” said David Hirschler, vice president of marketing, emphasizing that the Liz scent is aimed at a “psychographic” rather than a demographic. “She’s confident and optimistic, and has a busy, full life.”

The scent, by Jean-Marc Chaillan, Pascal Gaurin and Laurent Le Guernec of International Flavors and Fragrances, has top notes of frosted mandarin, crisp pear, melon and yellow mimosa; a heart of wild purple hyacinth, East Hampton honeysuckle, magnolia and pink peony, and a drydown of pink peppercorns, heliotrope, amber, sandalwood and vanilla.

The heavy glass bottle is a rectangular shape with grooves resembling waves running up the sides. It has a brushed platinum-hued cap, and the scent inside is tinted a pale lavender. Outer packaging is lavender and white and is lined in lavender.

The Liz collection will include eaux de parfum in two sizes — 1.7 oz. for $45 and 3.4 oz. for $55 — as well as a 6.7-oz. body lotion, $35, and a 6.7-oz. shower gel, $25. Both ancillaries contain vitamin B5, included for its skin-softening properties, said Hirschler.

Liz launches in April in the company’s full U.S. distribution, currently about 2,000 department and specialty store doors. While company executives declined to comment on projected sales or advertising spending, industry sources estimated that the scent could do upward of $20 million at retail in its first year on counter.

Advertising, which will break in May magazines including Allure, Cosmopolitan and People, features a brunette model dipping her feet in an inviting pool; the tag line is “The Beauty of Being You.” The model is clad in an amethyst, pearl-dotted party dress from the company’s upcoming Liz better clothing line, a label that Claiborne’s apparel division has reportedly been test-marketing in department stores since last fall.

This story first appeared in the February 25, 2005 issue of WWD.  Subscribe Today.

The company plans a number of sampling initiatives, including drammed samples, noted Sue Hochman, vice president of sales. As well, the advertising will include scented strips, said Hirschler. Upward of 35 million scented impressions are expected. Hochman and her team are also planning an impressive slate of in-store events aimed at boosting awareness of the new fragrance.