NEW YORK -- Revlon is out to ignite its less-than-sizzling mass fragrance business with the most ambitious launch in its history.
The company aims to make the new scent synonymous with Revlon in the consumer consciousness, eclipsing even Charlie, which was a worldwide sensation in the Seventies.
As a measure of its commitment, Revlon has named the new fragrance Fire & Ice, a name that has its roots in the company's history and evokes the glory days of legendary founder Charles Revson.
Fire & Ice was the name of the company's first classic shade of red lipstick with matching nail enamel in 1952. In August, the fragrance incarnation of Fire & Ice will be launched globally. It will be followed in November by Fire & Ice for Men.
Industry sources estimate that the Fire & Ice women's scent could have a wholesale volume of $30 million to $35 million in the first year and the men's would generate around $15 million. Revlon executives declined to break out sales projections.
"Historically, Charlie is the only fragrance that has been directly linked with Revlon," said Kathy Dwyer, the company's executive vice president of marketing. "Our most recent fragrances have been more niche brands and just haven't had that association. "We are committed to making Fire & Ice the signature fragrance for Revlon," Dwyer added. "A fragrance can reinforce the glamour of color cosmetics, and we expect that Fire & Ice will work for us in that way. Some of our more recent launches haven't done that."
To achieve that, Revlon is reportedly investing $20 million in advertising and promotions to support the Fire & Ice fragrance brands during its roughly nine-month launch period, which will extend into part of 1995.
"We are intent on being the leading spender in 1994 and beyond in the mass fragrance market," said Dwyer, who declined to comment on advertising or sales figures.
Print and TV campaigns for the women's fragrance will break in September and run at least through June, according to Linda Baboulis, vice president of marketing. Men's TV and print ads will break in December.
“I see things on the hanger and I’m, like, ‘I never knew that color worked on me.’ It’s things you necessarily wouldn’t choose to wear, but once you put them on, you see why Janie is who Janie is." — Lily Collins on working with former "Mad Men" costume designer, Janie Bryant on creating looks for her role as Celia Brady's in Amazon series, "The Last Tycoon." 📸@jilliansollazzo #wwdeye
EXCLUSIVE: Sarah Rutson has been tapped to Build New American Fashion Group. The parent of Joie, Equipment and Current/Elliott hired the merchant to rev up its brands and expand its portfolio into designer, beauty and lifestyle categories. Read more on WWD.com, link in bio. #wwdfashion
Michael Kors' $1.3B Jimmy Choo deal has the company squaring off with Coach Inc. as both seek to build American powerhouses. Coach bought Stuart Weitzman in 2015 and Kate Spade just two weeks ago, but Michael Kors' acquisition may be putting pressure on its rival in the new push for scale. #wwdnews (📷: George Chinsee)
Meet actress Lucy Boynton, who plays opposite Naomi Watts in the recently released Netflix series "Gypsy." Boynton stopped by WWD to talk about her upcoming projects and her nomadic lifestyle. Get all the details on WWD.com. #wwdeye (📷: @dandoperalski)