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Azzaro to Build on Chrome Franchise With New Men’s Scent

The U.S. will get a slight jump on distribution, which means Chrome United will be on counters later this month before a global rollout begins in September.

Clarins is putting a little metal in the fall launch schedule with Chrome United, its latest Azzaro men’s fragrance.

This story first appeared in the August 16, 2013 issue of WWD.  Subscribe Today.

“This scent is meant to celebrate the power of men’s friendships,” said Lionel Uzan, senior vice president of sales and marketing for the Clarins Fragrance Group, adding that the key demographic is young active men between the ages of 20 and 35 years old. “Our franchises have always been based on a relationship, whether it’s multiple generations or another mix. Here, we are looking at young friends who consider themselves practically family.”

As well, Uzan sees this as a brand builder for the Chrome franchise in the U.S. “We believe it will help raise awareness and establish a real space in the U.S.,” he said, adding that the franchise ranks in the top 10 in Europe and Brazil.

Robertet’s Richard Ibanez created the linear juice, which has notes of bergamot, coriander, Ceylon black tea and cedarwood. Ibanez also created the first Chrome fragrance, which launched in 1996.

“Because it’s a linear juice, what you smell when you spray it is the way it will smell hours later,” noted Uzan. “What you smell is what you get.”

The lineup includes three stockkeeping units: a 1.7-oz. eau de toilette, priced at $56; a 3.4-oz. edt, $76, and a 2.5-oz. aftershave balm, $36.

The U.S. will get a slight jump on distribution, which means the scent is shipping now and will be on counters later this month before a global rollout begins in September. “We are aiming to capture back-to-school traffic with this strategy,” said Uzan.

In the U.S., the scent will be sold in about 2,500 department and specialty store doors.

While Uzan refused to discuss sales projections, industry sources estimated that Chrome United could generate global retail sales of 35 million euros in its first year on counter, or about $46 million at current exchange.

National print advertising, shot by Phil Poynter and featuring four men of roughly the same age on a beach, breaks in October fashion, beauty and lifestyle books.

Because the scent is targeted at a youthful consumer, the marketing mix will also include a heavy concentration of digital media, said Uzan. A key element of the digital strategy will include a game tied to a contest, which will run from Sept. 11 to Oct. 9. The premise: Four friends (as with the men in the ad visual) connect on the Azzaro Facebook page or azzaroparis.com and respond to four questions — destination, car, hotel, activity — for a chance to win a dream trip. Radio will also be included in the marketing mix.