NEW YORK — A new Azzaro fragrance will be paying a visit to department stores this September and Clarins executives hope the business will stay awhile.
The new men’s scent is called, appropriately enough, Visit, and Joseph Horowitz, president and chief executive officer, believes that it’s a top 10 men’s contender. “We’re seeing consistent strength with the Azzaro franchise,” he said, noting that the first Azzaro scent, Chrome, is in its seventh year of gaining rank and size. “We believe that Visit will add to the strength of the overall brand, as well as perform well on its own.”
“We’ve laid a foundation with this brand, and have carved out a position which should take away concern that Visit will cannibalize existing Azzaro business,” said Brad Horowitz, vice president of marketing. “We believe that we’ll have two strong brands. The positioning of Chrome is more wholesome and American, while Visit is very sexy.”
The juice, by Firmenich, opens with cardamom, nutmeg and pink pepper notes; blends into a heart of Lebanese blue cedar, Gaiac wood and incense, and has a drydown of musk and amber. “Its positioning is sensual — emotionally intense and filled with mystery,” said Michele de Bourbon, director of marketing.
The bottle, designed by Frederico Restrepo, is a clear glass triangular shape topped by a titanium gray spray-through cap. The scent inside is tinted a smoky blue.
The lineup includes eau de toilette sprays in two sizes — 1.7 ounces for $40 and 3.4 ounces for $56 —?as well as a 2.5 -oz. aftershave splash for $30, a 2.5-oz. aftershave balm for $29, an allover shampoo for $20 and an alcohol-free deodorant stick for $16. At launch, the brand will also offer a gift-with-purchase kit containing a scented candle, massage oil, bath gel and a deluxe mini of the scent.
Distribution will follow a tiered strategy, said Brad Horowitz. At launch, 800 department and specialty store doors, including Bloomingdale’s, Marshall Field’s and Foley’s, will get the fragrance; by yearend 2004, the scent will be in about 2,200 doors, he said.While none of the executives would comment on projected first-year sales or advertising spending, industry sources estimated that the scent would do upward of $20 million at retail in its first year and that about $6 million would be spent on advertising and promotion in that time frame.
National print advertising will break in a variety of October consumer magazines, said Brad Mandler, vice president of sales. In keeping with the fragrance’s sensual positioning, the print ad visual features a man peering out of a door, with the tag line: “His fragrance, her place.” The name of the fragrance and a small visual of the bottle are at the bottom of the page. “It’s meant to be bold, sexy and fun,” said Brad Horowitz.
As well, “we’re looking to layer in a direct-to-consumer radio campaign,” said Mandler. “It will run in major urban markets and help create awareness for the new fragrance. We’re also considering Visit parties — possibly things like 8-minute dating — in major markets, also to raise brand awareness.”
Sampling for the scent is planned, with more than 20 million scented pieces in the first year and about one million spray vials on cards in the fragrance’s first four months.
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