Nautica is venturing into new waters with My Voyage for Her, the first women's fragrance to be launched since Coty acquired the Nautica license from Unilever Cosmetics International three years ago.
My Voyage for Her is rolling out now in Dillard's, and will reach the remainder of its U.S. distribution in January. When the scent is in full distribution in the U.S., it will be available in some 2,000 doors. It will roll out globally over the next 12 months, and will be available in Spain, France, Italy and Asia, among other markets.
Actress Katherine Heigl is the face of My Voyage for Her.
"Coty is committed to creating global brands in fragrances, and we see Nautica as one with the greatest potential on that scale," said Steve Mormoris, senior vice president of global marketing for Coty Beauty. "It has a universal appeal based on a fashion brand which has a great vision globally. With this fragrance, we saw an opportunity to translate the values of the brand — fresh, clean, easy elegance — using the fashion house's references."
That synergy is no accident. "We've been working with Denise [Seegal, president and chief executive officer of VF Sportswear Inc., which owns the Nautica brand] and her team to make Nautica fashion and Nautica fragrances a seamless presentation," said Mormoris. "There's a modern, great confluence between the two companies." There's also a synergy between the men's and women's Nautica fragrance brands, he points out: Island Voyage, Nautica's last launch, is intended to be the men's counterpart to My Voyage. Island Voyage's advertising features Carter Oosterhouse of TLC's "Trading Spaces."
My Voyage for Her, concocted by Givaudan's Ellen Molner, has top notes of sparkling grapefruit, bergamot, key lime, bitter orange and aquatic notes; a heart of dewy peony, Nantucket lotus and muguet, and a drydown of musk, orris, golden amber and pink peppercorn. The bottle features pale blue juice and silver accents intended to reference yacht detailing.
Eaux de parfum in two sizes, 1.7 oz. for $47.50 and 3.4 oz. for $59.50, will be offered, as will a body lotion, $29, and a body wash, $26. Both ancillaries are 6.7 oz.Heigl, a star of "Grey's Anatomy" on ABC, "is determined and hardworking, and the visuals show that," said Mary John Baumann, Coty's group director of global marketing. Adds Mormoris: "Katherine grew up on the coast in Connecticut, and has a personal identification with Nautica as a brand. She loves the brand in terms of its fashion, and has the look and style that is what I'd describe as Northeastern marine-like, yet feminine and sexy. That's the balance we were going for with both the fragrance and the visuals."
The campaign, shot by Enrique Badulescu, features two photos — one to be used for national advertising and a second to be used at counter in-store. National advertising will break in March fashion, beauty and lifestyle magazines, although Dillard's is now running the bottle visual in its holiday scent advertising. The scent will also have a dedicated Web site, nauticafragrance.com, said Baumann. Upward of 30 million scented impressions are planned.
While none of the executives would comment on sales projections or advertising spending, industry sources estimated that My Voyage for Her would generate sales of at least $20 million at retail in the U.S. in its first year on counter, and that about $10 million would be spent on advertising and promotion.
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