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Beauty Beat: Sung Strikes Right Chord With Launch of Paradise … EU DELAY ON WELLA

NEW YORK — Alfred Sung is offering the beleaguered fragrance market a bit of tranquility with his latest fragrance masterbrand, Paradise, which will launch in August.<br><br>“It’s been so cold, it’s nice to go to a warm...

NEW YORK — Alfred Sung is offering the beleaguered fragrance market a bit of tranquility with his latest fragrance masterbrand, Paradise, which will launch in August.

This story first appeared in the July 15, 2003 issue of WWD.  Subscribe Today.

“It’s been so cold, it’s nice to go to a warm place,” joked designer Alfred Sung of his motivation to create the fragrances. Sung added that he wanted the scents to evoke feelings of being in “a happy place that’s calm and peaceful. Everyone sees paradise in their own way.” For Sung, “the ideal paradise is a sunny setting, full of lush greens and along with those elements comes beautiful flowers, bees, beautiful butterflies and birds singing — a happy and tranquil setting.”

This is the first time that Riviera Concepts, Sung’s fragrance licensee, has launched a men’s and women’s brand simultaneously. “The Alfred Sung Paradise packaging concept lends itself equally and naturally to both the men’s and women’s fragrance presentations,” said Adrian Ellis, president of Riviera Concepts Inc. In the past, the brand’s men’s and women’s fragrance concepts have been introduced independently. Ellis also noted that another part of the firm’s strategy in launching this new masterbrand is to raise its presence in the men’s fragrance arena.

Paradise for Women and Paradise for Men were both developed by Givaudan’s David Apel. The women’s juice is a floral with top notes of dewy tropical greens, tagete absolute and juicy white peach; middle notes of night blooming jasmine, gardenia buds and rose de mai petals, and a drydown of delicate orchid vanilla, exotic sandalwood and cashmere musk. Paradise for Men, a fresh scent, has top notes of papaya, a splash tonic accord and marine notes; middle notes of cardamom, armoise and dewy anise, and a drydown of blanche woods, sandalwood and patchouli. The bottles, designed by Sung, are triangular and designed to fit in the palm of the hand. The women’s bottle is hydrangea, a light green, and the men’s is tea grass, a dark green.

Paradise for Women includes six stockkeeping units: a 1-oz. parfum spray, $95; a 3.4-oz. eau de parfum spray, $68; a 1.7-oz. eau de parfum spray, $49; a 6.8-oz. body lotion, $32; a 6.8-oz. shower gel, $24, and an 8.8-oz. hand cream duo, $20. Paradise for Men includes seven sku’s: a 3.4-oz. eau de toilette spray, $52; a 1.7-oz. eau de toilette spray, $38; a 3.4-oz. aftershave, $38; a 6.8-oz. aftershave balm, $29; a 6.8-oz. body wash, $18; a 2.6-oz. deodorant, $14, and a 5.3-oz. soap-on-a-rope, $14. Paradise will have the same pricing strategy, according to Margaret Spasuk, vice president of sales and marketing for Riviera Concepts.

While executives declined to offer a sales projection, industry sources estimate the masterbrand could generate first-year retail sales of approximately $30 million worldwide. Sources expect the launch to be backed by a promotional war chest of about $10 million.

Support for Paradise will include visuals in retailer catalogs and approximately two million scented impressions, including Liqua-touch samples, blow-ins and direct mailers. The men’s Liqua-touch sample will be included in the women’s 1.7-oz. eau de parfum for initial launch shipments, so that women will experience the companion scent.

Paradise is currently exclusive to Nordstrom, where it launched on July 4, according to Brett Cosens, divisional vice president of sales, North America. The fragrance will be rolled out in August to 1,500 doors in Canada and the U.S., including divisions of Federated Department Stores, Marshall Field’s, Lord & Taylor, Hecht’s and Dillard’s. In Canada, the distribution will include The Bay and Sears. The fragrances will also go into Puerto Rico and the Caribbean.

EU DELAY ON WELLA
NEW YORK — Procter & Gamble will just have to be patient.

The European Union Commission Monday said it will take another two weeks beyond this Thursday’s original deadline to either clear P&G’s acquisition of German hair care giant Wella AG or subject it to a more comprehensive four-month review. The deadline is now July 30.

It couldn’t be immediately learned whether the extension had been prompted by a specific request by one of the EU’s member states, by changes within the framework of the acquisition or some other factor.