The Burberry fragrance franchise, launched in fall 2000, is adding a new scent in May. Called Burberry Tender Touch, the new fragrance will launch first in the U.S. and then will roll out to selected...
The Burberry fragrance franchise, launched in fall 2000, is adding a new scent in May. Called Burberry Tender Touch, the new fragrance will launch first in the U.S. and then will roll out to selected markets worldwide. In the U.S., where the Burberry fragrance lineup is distributed by Cosmopolitan Cosmetics, Tender Touch will be available in about 500 doors, including Nordstrom, Bloomingdale’s, Saks Fifth Avenue and Burberry shops.
"Our Burberry business is like nothing I’ve ever seen in my 20 years of business," said Don Loftus, president and chief executive officer of Cosmopolitan Cosmetics. "It’s nothing short of sensational. We have seven Burberry fragrances, and each is showing double-digit increases. The total brand is up well over 100 percent from last year, with many accounts up 200 or 300 percent. The driving force behind this is what [Burberry ceo] Rose Marie Bravo has done with the fashion business, and also in the rap community, where Burberry is mentioned in several songs."
"We’re thrilled to be adding another Burberry fragrance, particularly right before the Mother’s Day holiday," said Nicholas Munafo, senior vice president of marketing, training and public relations for Cosmopolitan Cosmetics. "The timing couldn’t be better. Our Burberry business is on fire, and we think that this fragrance has the potential to help triple the Burberry fragrance business."
Munafo believes that at least part of that plus business will come from an expanded age group. While the original Touch’s chief user group is made up of 25- to 45-year olds, Tender Touch’s aim is 18- to 35-year olds.
The juice, by Quest’s Michel Girard, is an "intensely feminine" scent with top notes of green tangerine, violet leaves, lychee and rose oil; middle notes of peach, jasmine, peony, freesia and syringa, and a dry-down of iris, sandalwood, musks, ambrette and amber.
The bottle, which has a shape that mirrors that of Burberry Touch, is inspired by spools of thread, and the outer packaging is of the signature Burberry check in shades of pink.The fragrance, an eau de parfum, will be available in two sizes in the U.S.: 1.7 oz. for $55 and 3.3 oz. for $75. Internationally, a 30-ml. size will also be offered. Only the juices will be available at launch, although ancillaries are planned for the second half of this year.
While Munafo wouldn’t comment on projected first-year sales for Tender Touch, industry sources estimated that the brand would do between $5 million at $7 million at retail in its first year on counter in the U.S.
National magazine advertising is not planned, although Cosmopolitan will advertise in the Styles section of The New York Times in early May and plans co-op advertising with retailers. As well, sampling will be a large part of the brand’s promotional plans for the scent; upward of a million scented pieces and more than 100,000 deluxe samples are planned.
EXCLUSIVE: @tomford is opening its first-ever beauty store. The boutique, which opens November 20 in London’s Covent Gardens, was designed with the over-the-top glam Ford is known for. Read the full story on WWD.com, link in bio. #wwdbeauty #wwdnews (📷: Simon Wagner) #TomFordBeauty
New York-based DJ @harleyvnewton threw a party to celebrate the holiday collection of her dress and pajama line @hvn at the Ladurée Beverly Hills. It Girls @katebosworth, @rashidajones and more joined in on the fun, which included cocktails, croque monsieur sandwiches and a photo booth. #wwdfashion (📷: Owen Kolasinski/BFA.com)
For the holidays, @Burberry partnered with 20-year-old artist @blondeymccoy on a series of three outdoor murals in downtown Manhattan. The murals are McCoy’s interpretation of a Christmas eve party, the idea of charity and the spirit of family. His third mural, pictured here, is the most personal. The image depicts McCoy’s grandparents and father in London’s Trafalgar Square in the Seventies. “My work often features lots of sentimental objects.” #wwdeye
For spring 2018, designers applied bold colors and cartoonish motifs on everything from sneakers and belts to key chains. See all the top men’s accessories trends on WWD.com. #wwdtrends (📷: George Chinsee; Prop Styling by @rnasti; Market Editor: @luiscampuzano)
The @dior-sponsored @guggenheim international gala pre-party has a history of drawing cool-girl musical acts to serenade the crowd –– and last night was no exception. @haimtheband performed songs both new and old, and lured a star-studded audience with the likes of Rebecca Hall, Kate Mara, Mamoudou Athie and more. #wwdeye (📷: @lexieblacklock)
In a partnership between the @metopera and the @englishnationalopera, “Marnie” was born. The opera, with costumes sponsored by @mrporterlive, is an adaptation of the 1961 thriller by Winston Graham. Arianne Phillips, who created the costumes, is no rookie: She’s styled Madonna for her tours and created costumes for a myriad of films in the past. Read WWD’s interview with Phillips, where she talks about her inspiration for the opera’s costumes on WWD.com #wwdfashion
@barneysnyc took a different approach to their holiday windows this year. Instead of Christmas decor, Barneys tapped @thehaasbrothers to tell a story of positivity, gratitude and inclusivity via heartwarming silliness and humor. “It’s about kids and it’s about coming together and being family and loving each other,” said Simon Haas. #wwdfashion (📷: @joshuascottphoto)
Beauty influencer @kandeejohnson makes her foray into hair care with a collaboration with @ogx_beauty — making it the first time that OGX has teamed up for a product creation. The collab includes shampoos and conditioners in three scents. At 39 and a mom, Johnson is a different profile than the emerging social media stars, but is considered one of the pioneers of the digital beauty influencer world. Read WWD’s interview with her on wwd.com, including the strangest beauty product she’s ever tried #wwdbeauty