With the proliferation after Sephora of specialty beauty stores like Ulta, Pure Beauty and Blue Mercury, call Perfumania’s marketing campaign this season a test case to see the effectiveness of such a retailer advertising on television.
The fragrance marketer, which is coming off an August merger with fragrance distributor Model Reorg Inc., is launching a TV ad campaign this season in an attempt to grab market share during what’s thought will be a soft holiday selling period for fragrances.
The Bellport, N.Y.-based retailer, which registered $62 million in sales during its most recent quarter, is pouring more than $1.3 million into a TV campaign meant to establish an image for the vertical retailer and drive traffic to stores. The TV spots will include store shots and shoppers, and are designed to make an emotional connection between fragrances and consumers.
The campaign is to consist of 30- and 60-second TV spots in the New York, Atlanta, Miami and Dallas markets. In total, there will be 7,000 TV spots broadcast in nine markets, and it’s the first time Perfumania, which was formerly known as E Com Ventures Inc., has advertised on TV. There will be radio spots, as well.
Most of the chain’s stores — it expects to have 357 open by Christmas — are located in urban areas, either in malls (220 stores), outlet centers or freestanding spaces. So far, it has opened 57 stores this year.
“Going forward, the focus for us is to have neighborhood shops,” said chief operating officer Ray Piergiorgi, who cited markets such as Boston, Chicago and Detroit. The retailer has eight locations in three of New York’s boroughs.
Perfumania, which holds 10 licenses, produces Bijan — its number-one brand — Michael Jordan and Pierre Cardin fragrances, and uses a third-party manufacturer but designs fragrances and bottles in-house.
Through the Model Reorg distribution subsidiary it gained as a result of the merger in the summer, which includes the Quality King unit, it distributes scents to some 4,000 stores, including Filene’s Basement, Burlington Coat Factory and Loehmann’s. Half of the business is done on consignment.
Some of its best-performing brands include Armani, Dolce & Gabbana, Lacoste, Davidoff and Hugo Boss scents for men, while White Diamonds is a leader on the women’s side.
Discussing the current economic doldrums, Piergiorgi said he believes Perfumania is well positioned as a fragrance discounter. Some 95 percent of its business is in fragrance.
“We believe customers are trading down,” he said, “[and] at the end of the day, we should be OK. But we’ll be cautious [until Jan. 1]. We believe we’re where we need to be in this economy to satisfy consumers.”
The public company plans to report pro forma results at the end of next month, which will include post-merger revenues.
EXCLUSIVE: @tomford is opening its first-ever beauty store. The boutique, which opens November 20 in London’s Covent Gardens, was designed with the over-the-top glam Ford is known for. Read the full story on WWD.com, link in bio. #wwdbeauty #wwdnews (📷: Simon Wagner) #TomFordBeauty
New York-based DJ @harleyvnewton threw a party to celebrate the holiday collection of her dress and pajama line @hvn at the Ladurée Beverly Hills. It Girls @katebosworth, @rashidajones and more joined in on the fun, which included cocktails, croque monsieur sandwiches and a photo booth. #wwdfashion (📷: Owen Kolasinski/BFA.com)
For the holidays, @Burberry partnered with 20-year-old artist @blondeymccoy on a series of three outdoor murals in downtown Manhattan. The murals are McCoy’s interpretation of a Christmas eve party, the idea of charity and the spirit of family. His third mural, pictured here, is the most personal. The image depicts McCoy’s grandparents and father in London’s Trafalgar Square in the Seventies. “My work often features lots of sentimental objects.” #wwdeye
For spring 2018, designers applied bold colors and cartoonish motifs on everything from sneakers and belts to key chains. See all the top men’s accessories trends on WWD.com. #wwdtrends (📷: George Chinsee; Prop Styling by @rnasti; Market Editor: @luiscampuzano)
The @dior-sponsored @guggenheim international gala pre-party has a history of drawing cool-girl musical acts to serenade the crowd –– and last night was no exception. @haimtheband performed songs both new and old, and lured a star-studded audience with the likes of Rebecca Hall, Kate Mara, Mamoudou Athie and more. #wwdeye (📷: @lexieblacklock)
In a partnership between the @metopera and the @englishnationalopera, “Marnie” was born. The opera, with costumes sponsored by @mrporterlive, is an adaptation of the 1961 thriller by Winston Graham. Arianne Phillips, who created the costumes, is no rookie: She’s styled Madonna for her tours and created costumes for a myriad of films in the past. Read WWD’s interview with Phillips, where she talks about her inspiration for the opera’s costumes on WWD.com #wwdfashion
@barneysnyc took a different approach to their holiday windows this year. Instead of Christmas decor, Barneys tapped @thehaasbrothers to tell a story of positivity, gratitude and inclusivity via heartwarming silliness and humor. “It’s about kids and it’s about coming together and being family and loving each other,” said Simon Haas. #wwdfashion (📷: @joshuascottphoto)
Beauty influencer @kandeejohnson makes her foray into hair care with a collaboration with @ogx_beauty — making it the first time that OGX has teamed up for a product creation. The collab includes shampoos and conditioners in three scents. At 39 and a mom, Johnson is a different profile than the emerging social media stars, but is considered one of the pioneers of the digital beauty influencer world. Read WWD’s interview with her on wwd.com, including the strangest beauty product she’s ever tried #wwdbeauty