NEW YORK — BeautyBank executives are hoping for some kind of wonderful sales with their new American Beauty fragrance — especially given the fact that scents have proven to be the top sellers, bar none, across the five brands of the two-year-old division of the Estée Lauder Cos.
The new scent, Wonderful Indulgence, is being introduced this fall exclusively in Kohl's Department Stores, said Jane Lauder, vice president of marketing for the American Beauty and Flirt lines at BeautyBank, a division of the Estée Lauder Cos., who on Aug. 1 will become senior vice president of global product marketing for Clinique.
The additional BeautyBank holdings are Good Skin, Grassroots and Daisy Fuentes Beauty.
"We've had great success with the original Wonderful, and wanted to build on that," said Lauder, adding that the original scent is the top-ranked stockkeeping unit not only of the American Beauty brand, but of the entire BeautyBank franchise. "And the two scents are complementary, but not the same. The original is very light and fresh; this new version is for consumers who want something more sensual."
Calling Wonderful Indulgence more of a "nighttime fragrance," Lauder noted that it is a "floral floral," as opposed to Wonderful, which is a green floral, she said.
Wonderful Indulgence — which was concocted by Karyn Khoury, senior vice president of corporate fragrance development at Lauder, in cooperation with Firmenich — has top notes of magnolia and dewy pear; a heart of iris, muguet, gardenia and jasmine, and a drydown of white Virginia cedarwood, white birch, velvety Georgia Peach and deep white amber.
A 1.7-oz. perfume spray will retail for $37.50, and a 5-oz. body cream will be $25. Both will be launched in September in about 750 Kohl's doors, as well as at kohls.com. said Lauder.
The American Beauty brand's spokeswoman is Ashley Judd, and outer packaging at launch for the new scent will include sleeves with Judd's image, Lauder noted. Advertising will begin in September beauty and fashion magazines.
"We're planning to promote both the new and the original fragrances with our campaign," said Lauder, adding that vials on cards, deluxe samples, scented strips and scented in-store pieces will be part of the effort. In all, upward of 10 million scented impressions are being targeted.While Lauder wouldn't comment on sales or advertising spending, industry sources estimated that Wonderful Indulgence would do about $7 million at retail in its first year on counter, with an advertising and promotional budget of about $1.5 million.
In addition to Wonderful Indulgence, BeautyBank will add fragrance to its existing Grassroots brand, also sold exclusively at Kohl's. The scent, Happily Ever After, is a blend of Florentine orange, Sicilian Mandarin and Provençal jasmine, accented with sparkling raspberry, spearmint, dewy greenery and cucumber. The 1.7-oz. Happily Ever After scent will retail for $32.50. Two ancillary products will be produced: Happily Ever After Foaming & Polishing Body Cleanser, $13.50 for 8.5 oz., and Whipped Body Soufflé, 6.7 oz. for $16. All three products will be introduced in September.
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