NEW YORK — Call it the power of Touch.
This story first appeared in the April 18, 2003 issue of WWD. Subscribe Today.
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.