By  on August 7, 2008

Desperate times apparently call for desperate measures. After years of anemic growth in the fragrance category, marketers are responding to the toughest economic conditions in two decades with a bombardment of launches that make the barrage of years past seem like a slow trickle. One launch is mightier than the next: The industry has gone global in its ambitions for the second half of the year, with one fragrance after another sporting gargantuan sales projections and promotional budgets to match. Among the big guns: Gucci by Gucci Pour Homme and Lancôme Magnifique, each of which is expected to ring up $200 million globally; Emporio Armani Diamonds for Men, $185 million; Calvin Klein Secret Obsession, $120 million, and Ralph Lauren Notorious, $100 million. Ready to nip at their heels are Estée Lauder Sensuous with a sales goal of nearly $100 million; Jean Paul Gaultier Ma Dame, $77 million; Hilfiger by Tommy Hilfiger and Inspire by Christina Aguilera, $50 million each; The Essence of Porsche Design, $40 million; Fancy Jessica Simpson, $35 million, and Gwen Stefani Harajuku Lovers, $30 million. (Warning: Launch list may cause readers to experience dizziness and shortness of breath.) That’s not to mention Shiseido’s Zen, Groupe Clarins’ David Yurman, Tom Ford’s White Patchouli and a slew of news from Coty, as well as luxe niche entries from Annick Goutal, Jo Malone, Lalique, Van Cleef and Arpels, Creed, Bond No. 9 and Bulgari.


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