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Replay Scents Due in October

Italian denim and sportswear firm creates men's and women's scents with P&G Prestige Products.

The Replay fragrances.

VENICE — Italian denim and sportswear company Replay is poised to introduce its first pair of fragrances in October.

This story first appeared in the August 15, 2008 issue of WWD.  Subscribe Today.

Replay for Him and Replay for Her will christen the fragrance license between the fashion brand and its licensee, Procter & Gamble Prestige Products.

The scents are expected to combine to generate $60 million at retail in their first year, according to industry sources.

Replay for Him and Replay for Her mark a milestone for the 27-year-old company, according to Gaetano Sallorenzo, chief executive officer of Fashion Box Group SpA, Replay’s parent company. “The fragrances round out Replay as a lifestyle brand,” Sallorenzo said. “It’s offering a complete, total look.”

Replay’s fragrance effort will target young adults, said Sallorenzo and Heike Hindenlang, global marketing director P&G Prestige Products.

“The target is right in the middle of our point-of-market-entry category,” said Hindenlang, referring to the company’s youth-oriented fragrance licenses. “The age reference is 17-to-25 years [old], a little bit older than customers who purchase Puma fragrances but in line with Christina Aguilera fragrances target.”

The scents will roll out to a total of 17,000 doors in 23 European countries and Russia starting in early October. Plans for a U.S. launch have not been confirmed.

Hindenlang said the fragrances were expected to perform well in Germany, Holland and Sweden, where the Replay brand has a strong presence and where P&G Prestige Products has a robust distribution network for its point-of-market-entry scents.

Replay and Procter & Gamble Prestige Products unveiled the scents — as well as a TV advertising campaign — during a party for press in Venice’s historic Palazzo Ducale in June. Directed by South African fashion photographer Koto Bolofo and shot in South Africa, the commercial portrays a young couple dancing while a television screen plays a classic black-and-white film in the background. Bolofo also directed a print campaign featuring the young couple with a still from a black-and-white movie behind them.

To develop the scents’ juices, both of which are eau de toilette, P&G’s fragrance team worked closely with Swiss fragrance supplier Firmenich.

Replay for Her draws on fruity notes to create a fruity-woody scent, including top notes of Gala apples and citrus, heart notes of Mirabelle plum and dry wood, and base of tonka bean.

Replay for Him is an aromatic-woody fragrance, fusing cardamom and citrus top notes with nutmeg at the heart and a dry down of gaiac wood and amber.

The scents’ packaging — devised by Replay’s creative team — evokes the brand’s ethos of reworking vintage detailing into its designs.

Both bottles have Victorian and postindustrial design elements. The Replay for Her clear glass flacon, which shows a pale pink juice, is circular with a starburst of grooves radiating from its center and a white cap. The Replay for Him flacon, which reveals a light blue juice, is modeled after a vintage pharmacy bottle with a rectangular shape, vertical grooves and a black cap.

“The Replay creative team is so passionate they spent weeks looking at different packaging designs and details,” said Hindenlang. “It’s all about using vintage elements and combining them in a new way.”

Eco-conscious outer cartons made of corrugated board are free of cellophane wrapping.

The Replay for Her edt will come in four sizes: 0.67 oz. for $25; 1.3 oz. for $37; 2 oz. for $51, and 3.3 oz for $76. A shower gel ($23) and a body lotion ($22), both 6.7 oz., will accompany the scent.

The Replay for Him line also features four sizes. A 1-oz. version is priced at $25, while 1.7-oz., 2.5-oz. and 4.2 oz. bottles are $37, $51 and $76, respectively.

Men’s ancillaries include an aftershave lotion in two sizes — 1.7 oz. for $32, and 2.5 oz. for $42 — a shower gel, 6.7 oz. for $22, and deodorant spray, 2 oz. for $19.