KENZO POUR HOMME SETS SAIL FOR U.S.

Byline: Soren Larson

NEW YORK--With the introduction of two Kenzo women's fragrances under its belt, Parfums Givenchy is set to bring the designer's men's scent to American shores.
Kenzo Pour Homme will be introduced next January at Neiman Marcus, Nordstrom and possibly other accounts, according to Wendy Orbach, marketing manager at Givenchy, which handles the U.S. distribution for the Kenzo fragrances.
"We haven't settled yet on other stores," Orbach said, "but the price points are pretty high, so the distribution definitely won't be very wide."
She said the fragrance would likely be in 50 to 100 doors by the end of next year.
The Pour Homme line will include six fragrance items, with prices ranging from $32 for a 1.7-oz. aftershave splash to $63 for a 3.4-oz. eau de toilette spray. An aftershave balm and an outdoor moisturizing cream will also be available.
"The launch will be in-store driven," Orbach said. "We'll be doing sampling and a very targeted direct-mail campaign. It will be very clean. We won't be making any special offers or giveaways."
The company launched Kenzo's signature scent and his Parfum d'Eté here earlier this year.
Pour Homme will be paired with Parfum d'Eté in a national print ad campaign slated to run through next spring, Orbach said.
She declined to divulge the launch budget, but sources estimated it at some $500,000.
As for first-year wholesale volume, "with a very limited distribution, we're looking at around $3 million," Orbach said.
The scent was introduced in Europe in 1991 and has remained in the top 15 there ever since, she commented.
It posted sales of $12 million last year in the seven biggest European markets and could near $15 million this year.
The product's blue, translucent bottle is meant to resemble a section of bamboo. The bottles are merchandised in stores end to end in the shape of a samurai sword.
Givaudan Roure--which created the fragrance--classifies Pour Homme as a marine complex. Its notes include jasmine, iris, oak moss and sandalwood.
"It's a very light, clean fragrance," said Orbach. "It fits in with the latest trends in men's, but we think it's unique."
Givenchy brought Kenzo, launched in Europe in 1988, and Parfum d'Eté, introduced in 1992, to the U.S. in August.
Parfum d'Eté bowed in Neiman's, Nordstrom and Lord & Taylor, while Kenzo was given a quieter introduction in Foley's, Rich's and Lazarus.
Parfum d'Eté, Orbach said, is "doing great--it's exceeding plan so far."
The scent, now in 135 doors, will roll out to between 300 and 500 more next year. It is projected by industry sources to reach $10 million at wholesale in its first year.
The signature scent, said Orbach, should do about one-third of that, which would be more than $3 million. She added that the company had no plans to widen its distribution.
The two products are in 5,500 doors in Europe, including 1,650 in France.
Kashäya, Kenzo's third women's fragrance, bowed in September in France, Belgium, Switzerland and the Caribbean. It will begin to roll out to the company's other markets in the first half of 1995; a U.S. launch is slated for the end of next year or the beginning of 1996.
"Now that we have the women's fragrances out there, people are already looking for the men's," Orbach said. "The people who shop at Neiman's and Nordstrom--they travel, and they know the Kenzo name."

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