PARIS — Escada Beauté is hoping Magnetism will lure consumers to its “classic” business this fall.
The Wella-owned brand will introduce the women’s fragrance worldwide in October. It is meant to build on Escada’s permanent portfolio of “classic” scents, which includes its signature duo and the Sentiment masterbrand.
Up to 60 percent of Escada’s fragrance sales — depending on the month — are generated by its seasonal and fashion-related, limited-edition offerings. And such one-shots’ popularities are swiftly gaining momentum, with the sales of this year’s summer offer, Ibiza Hippie, already up 45 percent versus last year’s Sexy Graffiti, said Anne Gabarre, creative marketing manager of Escada Beaute.
Not that the firm’s complaining about the boom. But it would ultimately like its “classic” scents to ring up to 65 percent of its total, she said.
“The challenge is to match the success of the fashion fragrances with a long-term scent in order to ensure the long-term success of the Escada brand when its fashion fragrances are not available,” said Gabarre.
That’s where Magnetism comes in. While Escada executives refused to reveal numbers, industry sources estimate the new fragrance could generate $22.6 million in wholesale sales during its first three months.
For Magnetism, the firm looked to Escada’s past. The scent was inspired by the love story of Escada founders Margaretha and Wolfgang Ley and by the Escada woman herself, said Gabarre, who explained: “She has feminine seduction.”
Magnetism is meant to draw women aged 25 to 40, an older audience than the brand’s seasonal scents, whose core consumers are 15 to 30, and slightly older than Sentiment’s thirtysomething set.
Advertising for the fragrance is meant to capture the essence of Escada’s version of magnetism. Directed by Alex Gonzales of A/R Media, it features a smoldering Bridget Hall wearing an Escada dress. Alongside single- and double-page ads there will be an outdoor campaign. At launch, sampling will include 4-ml. miniatures and vials.
Magnetism’s juice, concocted by Fragrance Resources’ Steve DeMercado and Pierre Bourdon, is a new, fresh oriental with fruity, green and woody accords.The fragrance comes in a pink-tinted bottle that’s meant to be reminiscent of a crystal. Its outer packaging — also in pink — has a hologram finish.
The Magnetism eau de parfum comes as 25-, 50- and 75-ml. sprays that will retail for $36, $55 and $74, respectively.
Dollar prices have been converted from the euro at current exchange rates.
An ancillary line, including a 200-ml. bath-and-shower gel, a 200-ml. moisturizing lotion and a 100-ml. deodorant, will be priced at $28, $33 and $28, respectively.
For the Pacific Rim and Asian travel retail, Escada will introduce a slightly tweaked version of Magnetism, called Magnetic Beat. It will come as an eau de toilette with slightly more fruity floral notes than its Magnetism counterpart, plus a lighter-colored pink bottle.
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