NFL COLOGNE TEES UP FOR FALL KICKOFF

Byline: Sophy Fearnley-Whittingstall

CHICAGO--A new company here hopes to score a touchdown this fall with its first men's fragrance, NFL Cologne.
The company, Shiara Inc., is headed by former Quintessence executives Barry Shipp and Joseph Aramanda. Shipp and Aramanda have been on the sidelines since 1991 when Quintessence, the owner of the mass market classic, Jovan Musk, was sold to Benckiser Consumer Products, and the two executives signed three-year noncompetition agreements.
Now they are back in the game.
Shipp, chairman and chief executive officer of Shiara, estimated the new fragrance will generate first-year wholesale volume of about $8 million. "We didn't want to just create a brand or run out and find a designer," said Shipp. The National Football League, he added, is "the largest, most successful license of any sporting theme that's out there."
Shiara's license with the NFL includes the rights to logos and colors of the 30 NFL teams, and the company plans to take full advantage of fan loyalty in the individual markets.
The bottles are made of hunter green glass and have black plastic caps. Each will feature a pewter helmet of the local team. Customers in Chicago, for example, will be able to buy a Chicago Bears bottle, while those in Miami will find one with a Dolphins helmet. The coordinating green box has a window through which the helmet can be seen.
A market without an NFL team will carry bottles with the teams that tend to generate heavy sales of other NFL-licensed merchandise in that area. Salt Lake City, for instance, will carry Denver Bronco and San Francisco 49er bottles, while the New England Patriots version will be marketed in Maine.
The kickoff for the scent is scheduled for the end of this month to coincide with the beginning of the football season. Shipp plans to launch the fragrance in about 15,000 doors in chain drugstores and mass market retailers.
The cologne is being manufactured in four stockkeeping units: a 0.85-oz. pour, which will retail for $8.50; a 1.7-oz. version for $15.50; a 1.7-oz. spray for $17, and a 3.4-oz. size for $25.
A budget of $2 million has been earmarked for print advertising, which will feature the slogan "The Winning Strategy--Get Ready to Play," Shipp said.
The campaign will run in magazines such as People, Sports Illustrated, Ebony, Playboy and Ladies Home Journal.
The company plans to spend another $1 million on sampling, which will include scented cards printed with team schedules, Shipp said.
Four holiday gift sets will also be available, featuring the fragrance with either a team key chain or a bath-size bar of soap. The sets will range in price from $10.50 to $26.
The scent, which was developed by Firmenich, has top notes of bergamot and lemon and a body of moss and patchouli, muguet and jasmine. The scent also includes musk, sandalwood and vanilla.

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