Mugler is following its instincts — toward the Millennial customer.The fragrance business, which released Angel in 1992 and Alien in 2005, is set to debut a third pillar — Aura – in December. The scent is housed in an emerald-colored, heart-shaped faceted bottle with a chrome M, for Mugler, below the atomizer. The juice is a blend of tiger liana, rhubarb leaf, orange blossom, bourbon vanilla and wolfwood."The 2018 launch of Aura Mugler in the U.S. will allow us to keep growing the franchise by introducing the Millennial and Gen Z consumer to the world of Mugler," said Danyelle Boilard-Paul, executive vice president and general manager for Clarins.Aura is targeted toward 18- to 35-year-old women. As a means to reach that demographic, Mugler is pushing out a largely digital advertising strategy that includes an Instagram-based sampling program that allows interested shoppers to sample Aura for free. The brand is also planning a social activation for January, before Aura hits U.S. department store shelves in early February, and will do a limited amount of scent strip magazine advertising in March titles."It's about how do we want to get the message out and how do we want to engage this younger audience," said Amy Braden, vice president of marketing for the Clarins Fragrance Group. "It's all about digital, Instagram, Facebook, YouTube — we are going to be spending a large majority of our media budget focusing on digital."E-sampling is a major part of this initiative," Braden noted. "It allows us to get access to their information so we can retarget them."The campaign for Aura features a nude model "following her instincts" in what looks like a jungle, but is meant to represent a space between the animal and plant worlds. The concept is one that Clarins executives expert to resonate well with their target demographic."The fragrance is for yourself," said Laetitia Becque, marketing director of Mugler Fragrances. "The message is listen to your instincts, follow wherever you want to go and the world is yours. Nothing else counts, it's just you — concentrate on yourself and follow what you want to do and you’ll succeed.”The fragrance will retail for $75 for 1 ounce, $95 for 1.7 ounces or $125 for 3 ounces. The brand is also releasing an Aura Mugler Shower Milk, $45, and Aura Mugler Body Lotion, $50. Refills — which make up 30 percent of Mugler's overall business — will cost $115 for 3.4 ounces."We've decided that because of the activity and excitement we've seen internationally, we will be launching all the stores at the same time in 2018," said Amy Braden, vice president of marketing for the Clarins Fragrance Group. "This is a new way of doing it for us."Industry sources estimated Mugler's global business will do between $500 million and $600 million in sales for 2017, and that in the U.S., the Aura launch will generate at least $20 million in its first year.
In honor the @CFDA’s announcement of @iamnaomicampbell receiving the Fashion Icon Award at the 2018 #CFDAAwards, which will take place on June 4, here’s a #tbt of the supermodel on @michaelkors’ runway in 1991. #wwdfashion #wwdarchive (📷: George Chinsee)
“I was making the guacamole when my scout saw me,” says model @stuckinteenage on being discovered just six months ago while working at @chipotlemexicangrill. Since then Williams has signed with @dnamodels, walked in her first show at @calvinklein and landed on the cover of @vogueitalia – a high point of any model’s career. To read @lisajlockwood’s full interview with the model on her experiences thus far, head to WWD.com – link in bio. (📷: George Chinsee)
“I love the idea of dialogue, period. It’s where I’ve always gotten my inspiration from: hearing other women speak, their journeys and their paths,” said @hereisgina, who delivered the keynote speech during @sxsw for @createcultivate in partnership with @fossil. For her two panels, Rodriguez chose female empowering, female-led and female entrepreneurs to focus on. Head to WWD.com to read more about her thoughts on Time’s Up, growing up in a family of women and why we “need a girls’ club.” #wwdeye #sxsw (📷: @jgreenery)
Leading luxury brand are shaking things up to keep up with streetwear. Case in point: the arrival of @mrkimjones as artistic director of @diorhomme. Jones, who succeeds @Kris_Van_Assche, is seen as one of the handful of designers who can actually straddle the luxury and streetwear worlds — which could lead to even more changes at established brands. What could this mean for the rest of the menswear landscape? Head to WWD.com to find out what experts predict #wwdfashion (📷: @franckmura)
“It’s like buying groceries. You’re going to buy the best mango, the best mozzarella, the best things. You have to, or others are going to take it all,” said @gabrielahearst on why she uses only the finest fabrics. Last week, Hearst received her first @cfda nomination for Womenswear Designer of the Year, and earlier this month she opened a permanent showroom in Paris. To read @jessiredale’s interview with the designer and find out why this is shaping up to be a big year for her, head to WWD.com. #wwdfashion (📷: @francoisgoize)
“It’s an interesting thing, playing a younger version of your mother. It’s an interesting concept. I adore my mom and love her in every capacity, but it was just something that had never crossed my mind,” says @anniemstarke on playing a young Joan Castleman in “The Wife.” The same role will be played by her mother Glenn Close. Read more about her growing up in the film industry as the daughter of producer John H. Starke and Close and what she has planned for the future #wwdeye (📷: @nataliamantini)
@asics is launching a new streetwear sneaker inspired by its latest ambassador, @steveaoki. The Hyper-Kenzen x Aoki, which will launch at @footlocker stores exclusively tomorrow, is a slip-on style that incorporates the brand’s proprietary Gel technology through beads integrated into the midsole for comfort and endurance. Read the full story on WWD.com.