Clarins is putting a little metal in the fall launch schedule with Chrome United, its latest Azzaro men’s fragrance.
“This scent is meant to celebrate the power of men’s friendships,” said Lionel Uzan, senior vice president of sales and marketing for the Clarins Fragrance Group, adding that the key demographic is young active men between the ages of 20 and 35 years old. “Our franchises have always been based on a relationship, whether it’s multiple generations or another mix. Here, we are looking at young friends who consider themselves practically family.”
As well, Uzan sees this as a brand builder for the Chrome franchise in the U.S. “We believe it will help raise awareness and establish a real space in the U.S.,” he said, adding that the franchise ranks in the top 10 in Europe and Brazil.
Robertet’s Richard Ibanez created the linear juice, which has notes of bergamot, coriander, Ceylon black tea and cedarwood. Ibanez also created the first Chrome fragrance, which launched in 1996.
“Because it’s a linear juice, what you smell when you spray it is the way it will smell hours later,” noted Uzan. “What you smell is what you get.”
The lineup includes three stockkeeping units: a 1.7-oz. eau de toilette, priced at $56; a 3.4-oz. edt, $76, and a 2.5-oz. aftershave balm, $36.
The U.S. will get a slight jump on distribution, which means the scent is shipping now and will be on counters later this month before a global rollout begins in September. “We are aiming to capture back-to-school traffic with this strategy,” said Uzan.
In the U.S., the scent will be sold in about 2,500 department and specialty store doors.
While Uzan refused to discuss sales projections, industry sources estimated that Chrome United could generate global retail sales of 35 million euros in its first year on counter, or about $46 million at current exchange.
National print advertising, shot by Phil Poynter and featuring four men of roughly the same age on a beach, breaks in October fashion, beauty and lifestyle books.
Because the scent is targeted at a youthful consumer, the marketing mix will also include a heavy concentration of digital media, said Uzan. A key element of the digital strategy will include a game tied to a contest, which will run from Sept. 11 to Oct. 9. The premise: Four friends (as with the men in the ad visual) connect on the Azzaro Facebook page or azzaroparis.com and respond to four questions — destination, car, hotel, activity — for a chance to win a dream trip. Radio will also be included in the marketing mix.
There'll be no rest for those headed to Europe for men's, as Paris just closed the gap with Milan. According to a provisional calendar released by the Chambre Syndicale, Paris Men's Week will now open a day earlier on January 16. See new highlights on the official lineup on WWD.com. #wwdnews #wwdfashion (📷: @kukukuba)
BREAKING: Jonathan Saunders is leaving @DVF. The designer has resigned from his position as chief creative officer of Diane von Furstenberg, the company said in a statement on Friday. At the time of his hire, von Furstenberg said Saunders’ arrival symbolized and facilitated her stepping back from the day-to-day duties that occupy the work of a full-time creative director. The British designer joined DVF in May 2016 and was in charge of all product categories. #wwdnews
For @versace_official’s spring ad campaign, the brand emphasized the archival prints from the spring tribute collection dedicated to the late Gianni Versace. Closing out the show were five of Gianni’s favorite models: Cindy, Naomi, Carla, Helena, and Claudia. Bowing on December 18, the new campaign is yet another tribute to supermodel-dom as the images by Steven Meisel are fronted by @iamnaomicampbell, @cturlington, @gisele and more. #wwdfashion
Four-time Oscar-nominated actress Annette Bening has been waiting 20 years to play Gloria Graham in "Film Stars Don't Die in Liverpool," which will be released on December 29. The movie about Graham – a Hollywood star known for her controversial relationship with a younger Englishman named Peter Turner – is based off a memoir Turned wrote. "She felt vulnerable to him, because she loved him, she really did love him. And anyone that we really truly are in love with, we re vulnerable to in a very deep way," said Bening. Read our full interview with the modern icon of an actress on WWD.com. #wwdeye (📷: @ninebagatelles; Styled by @cristinaehrlich)
The crisp white button down: a staple that can be dressed up or down and accessorized throughout the decades. Here, on a Art Basel-goer in 2017 on the left and on the iconic Audrey Hepburn in “Roman Holiday” in 1953 on the right. #tbt #wwdfashion (📷: Andrew Morales)
Known for her work with @victoriassecret, 25-year-old model @georgiafowler is raising her profile in Hollywood. Fowler stars in @vincecamuto’s holiday campaign, which launched in partnership with “Pitch Perfect 3.” “Almost every shoot with Vince Camuto, I’ve had to face a fear…It was definitely a challenge. I’m so grateful for it, though. I’ve always wanted to be a pop star, so that was the perfect chance,” Fowler said. Head to WWD.com to read about Fowler’s experience modeling, including at the #VSFashionShow, and her relationship with Nick Jonas. #wwdeye (📷: @jilliansollazzo)
EXCLUSIVE: Huda Kattan just became the first beauty influencer to land a major beauty deal. Kattan's business, @hudabeauty, has received a minority investment from private equity firm TSG Consumer Partners. The brand, which industry sources say is on track to do $200 million in retail sales for 2017, will receive support on product, retail and geographic expansion through the deal. Get all the details on the deal and read @_a_collins' interview with Kattan on WWD.com. Link in bio. (📷: @jgreenery) #wwdbeauty #wwdnews
Peruvian model @juanaburga_official – who is known for walking the runways of @rodarte, @viviennewestwood and @torybuch – is making the move to the big screen with drama “Los Últimos.” The film premiered in Argentina in November and arrives in the U.S. and Europe in 2018. On making the switch from modeling to acting, Burga told WWD: “It’s a completely different thing – a lot of people think it’s similar or try to connect things, especially like getting used to the camera or being looked at all the time or playing these different characrers, but film is a completely different story.” #wwdeye (📷: @jgreenery)
London’s newly opened @designmuseum will look back on the life and work of Azzedine Alaïa in a show that the designer helped to curate before he died of heart failure last month. The retrospective, which Alaïa had worked on with Mark Wilson, chief curator of the @groningermuseum, will look at the impact of his work worldwide. The show, “Azzedine Alaïa: The Couturier,” will run from May 10 to October 7. Read more about the exhibit on WWD.com #wwdnews #wwdfashion (📷: @zefashioninsider)