By  on March 9, 2007

Giorgio Armani Parfums, which boasts the number-one and -two ranked men's fragrances in the American market, is shooting for another top-selling scent.

The newest scent, called Attitude, will make its debut in 3,000 U.S. department store doors in May. It will then roll out globally, starting in Europe, followed by South America and Asia, in about 20,000 doors.

Executives at the Giorgio Armani Parfums division of L'Oréal USA are hoping to build on the success of Acqua di Gio for men and Armani Code for men. "With this launch, we're hoping that our market share for Giorgio Armani [men's fragrances] will reach 18 percent," said Ava Huang, vice president of Giorgio Armani Parfums, whose share currently rests at 15 percent. "This would consolidate our leadership in the men's category."

That would land Attitude in the top five, with a volume, estimated by industry sources, at $40 million in first-year retail sales in the U.S. The advertising and promotional budget has been estimated at about $10 million.

Serge Jureidini, president of the Designer Fragrances Division, L'Oréal USA, is not concerned about cannibalization among the three brands, since they have distinctly different strategies and messages. "We've reached critical mass with the other two men's brands," said Jureidini. "The spending behind them will be at least as big as last year."

Renaud de Lesquen, international general manager of Giorgio Armani Parfums and Cosmetics, agrees with Jureidini's assessment, pointing out that Acqua di Gio was a "fresh aromatic fragrance," while Armani Code for men was a seductive and "spicy" scent. Attitude, developed by Firmenich, is described as a "woody oriental fragrance," positioned with more sensuality and sexuality.

According to Huang, Armani's total U.S. fragrance business was up 26 percent in December.

"As a result of this double-digit growth, we ended our year up 9 percent for total Armani men's and women's business," said Huang, who added that the company's 6.5 percent market share put it behind Chanel at number five overall for men's and women's fragrances. Armani fragrances is ranked in third place on a global basis behind Chanel and Dior, ranked, respectively, as number one and two, she added.

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