Coach has a new love: a women’s fragrance that will launch in time for Valentine’s Day.
This story first appeared in the February 8, 2013 issue of WWD. Subscribe Today.
The scent furthers the brand’s mission to address all sides of a woman’s personality, said Veronique Gabai-Pinsky, global brand president of the Aramis & Designer Fragrances division of the Estée Lauder Cos. Inc., Coach’s scent licensee. “Our first pillar, called Signature internally, represents classic elegance. Poppy, another pillar, is intended to be playful and youthful. Coach Love, our newest addition, is intended to address the romantic side of a woman’s personality.” The signature scent is a floral, while Poppy is a fruity floral gourmand fragrance.
Gabai-Pinsky calls the contemporary romantic sensual woody floral “modern love in a bottle.”
Coach Love’s juice, which was concocted by Karyn Khoury, senior vice president of corporate fragrance development worldwide for the Estée Lauder Cos., in cooperation with Firmenich, has top notes of mandarin, dewberry, green violet and freesia, with a heart of magnolia, jasmine and gardenia, and a drydown of sandalwood, patchouli, vanilla, caramel and musk.
Eaux de parfum in three sizes — 1 oz. for $52, 1.7 oz. for $72 and 3.4 oz. for $92 — will be offered, as will a 5-oz. body lotion, $38, and a 5-oz. shower gel, $36. Both TV and print support are planned; print advertising is breaking in March fashion, beauty and lifestyle magazines. A substantial digital offering includes a short behind-the-scenes film from the ad shoots and a Facebook tab highlighting the scent.
The Coach Love logo was designed by Milton Glaser, who also created the I [Heart] New York logo. “Starting with the Coach C, a transformation occurs when two are combined to create the heart, which is consequently an identifiable and unique mark that moves away from the generic heart,” said Glaser.
The scent will be sold in about 2,000 U.S. department and specialty store doors, including Macy’s. While executives declined comment on projected sales, industry sources estimated the scent could do $50 million worldwide in its first year on counter.