Byline: Julie L. Belcove

NEW YORK--Wilshire Fragrance is drawing on two hot trends--unisex scents and alternative distribution--for its latest fragrance, called Live.
The company plans to launch it Oct. 1 at Camelot Music's 450-store chain, according to Peter Klamka, Wilshire's president.
Klamka acknowledged that his inspiration was Calvin Klein's CK One--both for the cross-gender positioning and its distribution, which includes Tower Records. But he said he wanted to take the concept further by making Camelot the scent's exclusive retailer and by developing Live with the record-store customer in mind.
The name, for example, plays on recorded-live CDs and videos, Klamka said, and on the overall feel of pop culture today. "It's happening now," he said.
Wilshire has built its business with off-the-beaten-path fragrances, such as Campus Collection, a line of 50 college-licensed men's scents, and NASCAR, based on the sport of stock-car racing. He said record stores attracted him because they are high-traffic retailers and "kids hang out in record stores."
Klamka said he expects Live to hit a $2 million wholesale volume in its first year.
To promote the new genderless scent, Wilshire has signed Anna Nicole Smith as Live's spokesmodel. Klamka said he did not want a musician as a spokesmodel because he did not want to alienate fans of different types of music. He said he selected Smith after learning that her poster was one of the best-selling pinups in Camelot.
Although CK One and its mass-market knockoffs use both men and women in their ads to communicate the "shared" concept, Klamka said Smith has a track record of selling to both sexes.
"Guess proved she can sell to women, and Playboy proved she can sell to men," he said.
Klamka said he was careful to make the price points widely accessible in order to capture students. A 1.7-oz. cologne spray will retail for $12, and a 3.4-oz. size will be priced at $20.
The fragrance, which was developed by Takasago, consists of fruity and herbacious top notes, combined with a finish of musk and woods.
Featuring the tagline, "Get Live with Anna," the scent will have some ad support in Rolling Stone and Vibe, Klamka said, and Camelot will advertise the scent regionally. Live also will have its own web site on the Internet, and scented strips will be inserted into a calender featuring Smith.
In other Wilshire news, the company is introducing the Notre Dame licensed fragrance, the 50th entry in the Campus Collection, in J.C. Penney and mass-market outlets this month. Klamka said Notre Dame, which will retail for $24 for a 2-oz. spray, could be as big as all the other college scents combined, which will do about $3 million wholesale this year.
"You can't substitute Notre Dame," he said. "There's no way around it."

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