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Replay fragrances has announced its first charity alliance, with the Children’s Safe Drinking Water program, the global not-for-profit initiative that strives to provide clean drinking water to communities in developing countries.
This story first appeared in the March 1, 2010 issue of WWD. Subscribe Today.
Beginning in May, the Italian denim brand plans to donate 10 liters of clean drinking water to families in Tanzania for each bottled purchased of a new fragrance duo called Replay Refresh, and its existing Replay Your Fragrance line, launched in September 2009.
To commemorate the partnership, Replay Refresh, the two new scents for men and women, will be introduced throughout Europe in May.
The new fragrances are lighter versions of Replay’s existing masterbrand, Replay Your Fragrance, and will share a patented technology — created by Replay’s fragrance licensee, Procter & Gamble — that enables the scents to be reactivated by adding water. The scents are infused with a molecule called cyclodextrin that releases more perfume particles when it comes into contact with water.
The new fragrances will be distributed through the original 17,000 doors that stock the Replay Your Fragrance line, which was projected by industry sources to do $60 million in first-year retail sales.
Replay Refresh’s outer packaging will feature a CSDW stamp to mark the new collaboration.
The Replay Refresh women’s line has sweet notes of red berries with a zesty burst of orange, balanced by a warm musky base. In the men’s line, ivy top notes create an initial fresh hit, with sandalwood adding a warmer, bohemian edge.
Replay Refresh was created in collaboration with the P&G fragrance creation team and the Replay brand. Both the women’s and men’s versions will be available in four eau de toilette sizes.
Replay Refresh for Her, which was blended by International Flavors & Fragrances, will come in a 20-ml. version for 17 euros, or $23.21 at current exchange; a 40-ml. version for 25 euros, or $34.13; a 60-ml. version for 35 euros, or $47.78, and a 90-ml. version for 50 euros, or $68.26.
Replay Refresh for Him, which was compsed by Firmenich, will come in a 30-ml. size for 17 euros, or $23.21; a 50-ml. size for 25 euros, or $34.13; a 75-ml. size for 35 euros, or $47.78, and a 125-ml. size for 49 euros, or $66.89.
Ancillary products will accompany the fragrances and comprise a shower gel, body lotion and deodorant, as well as aftershave for the men’s line.