There’s a new girl in the Coach fragrance family — and she’s helping to usher the brand’s scent portfolio into a new era of its distribution strategy this summer.
This story first appeared in the May 28, 2010 issue of WWD. Subscribe Today.
Poppy, a women’s fragrance that will launch in July, is inspired by the youthful and exuberant Coach fashion and accessories line of the same name, launched in 2009 — and is the first of Coach’s fragrances to be launched directly into department and specialty store distribution.
Since 2007, Coach’s fragrances have been launched and merchandised within Coach’s freestanding stores only. Earlier this spring, BeautyBank — the Estée Lauder Cos. division that produces Coach’s scents — took the eponymous first women’s scent into about 1,400 department and specialty stores, including selected Bloomingdale’s, Nordstrom, Macy’s and Sephora doors in the U.S.; Poppy continues the charge.
“The Coach fragrance brand has tremendous resonance with consumers,” said Veronique Gabai-Pinsky, global brand president for Aramis and Designer Fragrances, BeautyBank and IdeaBank at the Estée Lauder Cos. Inc. “We are seeing very strong results with our rollout so far and believe that Poppy will also continue that success. It was very clever to let the Coach fragrance portfolio incubate in its own environment before going into wider distribution; it allowed the scents to put down solid roots. But we’re ready to reach out now.”
Walker MacWilliam, senior vice president of design for Coach, notes that Poppy’s DNA lends itself well to a wide range of consumers. “Poppy [as an apparel and accessories line] is a more emotional line [than traditional Coach] and reaches a much broader consumer base than we ever imagined,” he said, noting that the free-spirited vibe translated well to both the fragrance bottle — a clear glass orb with a cap of Coach-style graffiti — and the outside box, which echoes the Coach graffiti in red and white.
Poppy, a fruity floral concocted by International Flavors and Fragrances in cooperation with Karyn Khoury, senior vice president of corporate fragrance development at the Estée Lauder Cos., and Coach’s president and executive creative director Reed Krakoff, has top notes of bright cucumber flower petals, juicy mandarin and bright baby freesia buds; a heart of petally jasmine, pink water lily, Southern gardenia and crème brûlée accord, and a drydown of cedarwood, bleached sandalwood, lush vanilla and whipped marshmallow.
The collection will include a 1.7-oz. eau de parfum, priced at $60; a purse spray, $38, and a 5-oz. body lotion, $35.
Two advertising visuals have been shot by Krakoff and will break in August fashion, beauty and lifestyle magazines, with the bulk of the advertising scented, noted Carol Russo, senior vice president and general manager of sales and marketing for North America for Aramis and Designer Fragrances. In-store efforts will include visuals, deluxe samples, buttons and, in selected doors, photo booths, where customers can mug for the camera, noted Julie Howard, senior vice president, global marketing and brand development for BeautyBank. Upward of 100 million scented impressions are planned.