WWD.com/beauty-industry-news/fragrance/meet-my-new-sidekick-1339559/
government-trade
government-trade

Meet My New Sidekick

Every season, new fragrances proliferate at an alarming rate, leaving many of us feeling completely overwhelmed.

Every season, new fragrances proliferate at an alarming rate, leaving many of us feeling completely overwhelmed. Luckily, though, many of the names are familiar, thanks to popular scents that have myriad spin-offs, known in the industry as flankers. Says Jenine Guerriero Ocasio, director of fine fragrance marketing for Givaudan, flankers bring attention and freshness to a brand. “A new version of an existing scent may be targeted at a younger woman,” she says. “Other customers may want something new, and this keeps them loyal and not searching elsewhere.” Flankers also help remind devotees of the original and how much they love it. “It can bring renewed interest and an increase in business to the classic,” says Karyn Khoury, senior vice president of corporate fragrance development for the Estée Lauder Cos. Sister scents tend to employ the most salient notes of the original, then add or subtract others to create a new yet similar feeling. For example, Lauder’s Pleasures is joined this spring by Pleasures Exotic. “Both contain notes of muguet, peony, black lilac and bay rose, but we added Tahitian gardenia, cassis, bergamot and bougainvillea to capture an exotic feeling,” says Khoury. Chanel’s Chance has also been reworked, with Chance Eau Fraiche, a brighter, zestier offspring. “It has many of the same notes but is more noticeably citrusy,” says Laurie Palma, senior vice president of fragrance and Internet marketing. Others joining the flanker fray this spring include Calvin Klein, Lancôme, Ferragamo and Anna Sui, to name a few.