SHIARA'S NEW VISION

Byline: Jenny B. Fine

NEW YORK -- At a time when mass market retailers are reconsidering their approach to selling fragrance, Shiara is forging ahead with its latest introduction.
The Chicago-based company is hoping its new men's scent, Vision, will seal its reputation as a solid performer in the mass fragrance business, which hasn't been enjoying too many successes of late.
The Vision line, which started shipping this week, is reportedly expected to have a first-year wholesale volume of between $6 million and $8 million. Shiara executives declined to comment on the projections.
The additional sales should boost the company's global wholesale volume to about $20 million this year, according to sources.
Shiara also markets a men's brand called NFL Cologne, based on the professional football league, as well as the women's scents Cherry Vanilla and the Sunset Cafe line.
Vision will be introduced in about 14,000 mass market doors, including Wal-Mart, Eckerd Drug, Walgreens and CVS. It will hit Europe, the Middle East and Australia early next year.
While acknowledging the challenging retail climate, Barry Shipp, Shiara's chairman, said he is confident that the company will be able to find a willing audience for its products.
"There are people who buy fragrances in drugstores. You just have to pique the attention of the buyer," he said.
The mass market's current problems have been compounded, he added, because of "the way fragrance is displayed. Things are so condensed, a product can't stand on its own."
Shiara is planning on backing Vision's launch with a $3 million advertising and promotional campaign, including both scented and unscented print ads in GQ, People, Us, Sports Illustrated and Ebony magazines starting in November. In addition, the firm will place scented inserts in the in-store fliers and holiday mailings of about six drugstore chains, according to Shipp.
The two-item lineup consists of a 0.5-oz. trial size for $3.99 and a 1.7-oz. cologne spray version for $12. Following the launch, a gift pack with both sizes will retail for $12, while a holiday set with a pen and the large bottle will sell for $12.95.
The juice, created by Firmenich, features top notes of tangerine, bergamot, cardamom and Kentucky bluegrass, with a heart of orangeflower and rosewood, and bottom notes of cedarwood, amber and musk.
"This is an entrance for us to the men's market," said Lara Shipp, Shiara's director of marketing. "The NFL [Cologne] is seasonal and geared to the football fanatic, whereas this gives us a broad based men's [brand] to tap into without competing with ourselves."

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