Red is the color of the moment at the fragrance counter. After years of blues and blacks, the attention-grabbing hue is making a comeback for fall, with brands like Fendi, Avon, Givenchy and Ralph Lauren all tapping into its bold appeal. “Whether it is at point of purchase or on the Web, red is the kind of color that grabs you,” says Leatrice Eiseman, executive director of the Pantone Color Institute. “There is a very positive, aspirational aspect of the color that makes it a natural choice for packaging.” According to Eiseman, from a psychological standpoint, red is a color that excites the psyche, an important stimulus for consumers wary of spending money in uncertain times. “When there is an economic slowdown, it is wise to choose a color that is going to create some excitement,” she says. “The timing is right as far as product marketing is concerned.”
This story first appeared in the October 7, 2013 issue of WWD. Subscribe Today.