By  on February 23, 2017
Clean Eau Fraiche

In tune with an industry movement to launch collections rather than flankers, Fusion Brands Americas Inc. is rolling out its latest under the Clean franchise.“We are revitalizing the traditional expansion model, creating a segmented distribution strategy, stemming from Clean’s heritage scents.” said Gregory Black, Fusion Brand’s president. “With each collection, we are partnering with a strategic retail partners developing new Clean fragrance experiences tailored to their customers sensibilities.”By doing so, Fusion delivers proven scents to new distribution. “We want to take our best-selling scents and customize collections for different retailers,” Black added. The newest is called Clean Eau Fraiche.The strategy is clicking on all gears for Fusion. The original Clean launched in 2003 and evolved  to what is known as the heritage collection. In 2016, Clean introduced its premium artisanal Clean Reserve collection, which became the number-one niche “discovery” launch at Sephora. Building upon the success of Clean Reserve, Clean is optimizing its bestsellers and leveraging them in each collection — instead of introducing a single fragrance.That’s where Clean Eau Fraiche, a lighter collection of six effervescent body splashes, enters the picture. Industry sources estimate it will add another $30 million to the Clean portfolio estimated to be approaching $80 million in annual volume.Kohl’s and Bon-Ton doors will introduce Clean Eau Fraiche Collection next month. Other retailers will roll out later in the year.What Fusion has found is that the collections don’t cannibalize sales. And, because Clean is a lifestyle brand, there is the opportunity to offer different price points for different points of distribution.Jeff Askenas, vice president and divisional merchandise manager of cosmetics at Kohl’s, is among those who see the potential in Fusion’s pillar-based model. Last year, Kohl’s added the original Clean to its expanding fragrance offer which Askenas said “immediately resonated” with Kohl’s customers because of its layering opportunities. “With the launch of the Clean Eau Fraiche collection in March, the scents are already layered for the customer and the 5.9 oz. is a great value as well,” he told WWD.The Clean Eau Fraiche Collection, which retails for $48 versus $72 for the more potent Clean heritage fragrances, are based on the six bestsellers in the classic offer. According to Greta Fitz, Fusion’s vice president of global marketing, the Clean Eau Fraiche scents are more modern versions of the originals curated to attract Millennials — or those who are Millennial in spirit.“We reconstructed the best scents with a fresh twist for a lighter fragrance, which can be used to set a mood,” Fitz explained. That is expected to lead to greater usage as a customer spritzes on one in the morning for work and another later in the evening to go out. “You can’t go wrong layering because they are citrus and fruit based and linear,” Fitz said.The new choices include Fresh Laundry & Lavender, Air and Coconut Water, Rain and Pear, Skin and Vanilla, Cool Cotton and Grapefruit and Warm Cotton and Mandarin.The campaign behind the Eau Fraiche Collection reinforces the versatility of the lineup by using the same model in various settings to match the mood of the scents. Heavy sampling, social media and traffic stopping displays are planned to support the launch.Black indicated more collections are in development to be unveiled this year.

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