NEW YORK -- Sutton Pina Associates is hoping to inject some spirituality into the mass fragrance market.
The company is planning to extend its two-month-old Zenue shower and skin care line with a new women's fragrance called Frederique by Zenue. According to company executives, Zenue is a play on the words "new Zen."
The Frederique part of the fragrance's name comes from the model who is best known for her regular appearances in the Victoria's Secret catalog and on magazine covers.
Frederique, known professionally by only that name, will promote the new fragrance by appearing in the TV and print ads. She also has started appearing in ads for the skin and body line that broke last month.
Both the 15-item Zenue collection of skin, body and hair products and the fragrance are aimed at women aged 18 to 29.
"When we launched the [Zenue] line, we felt that there was an opportunity in the market with this age group," said David Pina, co-chairman and director of creative services at Sutton Pina, which markets, distributes and sells the Zenue body and bath line and the Frederique by Zenue scent. "Here was a segment that was really being ignored."
Both lines are manufactured by Hydrotech, a lab facility in Des Plaines, Ill. The tag line for Zenue is: "The Balance of Body, Mind and Spirit." Frederique's slogan will be: "The Spirit of a Woman."
The fragrance utilizes a technology called Enfleurage 2000, a technique that purports to replicate the scent of living flowers.
It will be available in three cologne sprays -- a 0.5-oz. for $14, a 1-oz. for $20 and a 2-oz. for $26. A quarter-ounce sample size at $4.95 will be on counter in August.
"We saw that companies such as Naturistics were extending their bath lines into body sprays and fragrances," Pina said. "We chose Frederique because we felt that a supermodel would add glamour and lend upscale quality to the fragrance."
Industry sources estimated that Frederique would have a wholesale volume of $2.5 million for the fourth quarter this year. The original Zenue line is projected to have a wholesale volume of $5 million this year.The company will support the launch with $1 million in print advertising that will break in September and run through the fourth quarter, according to Theresa Sutton Fryback, co-chairwoman and director of marketing for Sutton Pina.
The company is spending an additional $1 million in print from June through December on the Zenue campaign.
Both the bath line and the fragrance will have about a total of another $1 million for their own TV campaigns, which will begin sometime before the Christmas selling season, Fryback said.
Fryback characterizes the new woman's scent, which was created by Givaudan Roure, as a transparent floral. Its notes include iris, mimosa, freesia and jasmine, which dry down to a base of amber, dry woods and tuberose. "We were looking to do a mass market fragrance with the same type of complexity as a prestige scent," Fryback said. "It is a modern take on a classic floral."
The packaging was also created to echo department store scents, Fryback added. The bottle is frosted glass with a brushed silver cap and the outer packaging is a cylinder.
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)
Not only does #TheProfit return to CNBC tonight, but @marcuslemonis has launched @shopmarcus, a new shopping and lifestyle retail experience in Aspen and Chicago, with more locations to come. The retail stores offer in-store stylists and a variety of contemporary womenswear selections.
“It’s life, I’m going to face it,” @mingxi11 sighed. “I fell, but you know, I think the most important thing is that I get back up. I had the love, the help from my sister — the girl next to me Gizele [Oliveira] — she’s so nice. When I went backstage everybody was trying to comfort me like ‘Oh Ming, it’s OK.’ I’m really, really touched. I think it’s them who gave me the courage to go back on stage for the finale,” Xi told WWD of her fall at the @victoriassecret fashion show. (📷: David Fisher) #wwdfashion #vsfashionshow #victoriassecret
@louisvuitton tapped @therealpeterlindbergh for its latest city-centric photo book, which is part of a series called Fashion Eye. The primarily black and white book captures the spirit of Berlin in 57 images shot between 1989 and 2019. “Berlin is an inspiration for me, more than a city. I mean @millajovovich is simply Berlin!” said Lindbergh. #wwdfashion
“You know, I think audiences expect a certain performance so I have to deliver to them what they’re expecting to a certain degree. But I’m also a different actor and a different person, I have my own spin on the character,” says @noahegalvin of his takeover of the leading role in “Dear Evan Hansen” following the departure of @bensplatt, who originated the role. Read WWD’s interview with the 23-year-old actor on WWD.com #wwdeye (📷: @jilliansollazzo)
For pre-fall 2018, @etro created richly-colored wonderland, using tapestries, textiles and wallpapers from the Eastern world at large. The line featured floral and graphic prints and jacquard motifs, like this two-piece look featured here. #wwdfashion (📷: Giovanna Pavesi)
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)