NEW YORK — Clinique is expanding its definition of Happy.
With Happy Heart, a sister to its existing Happy brand, Clinique is aiming to bring new fans to the franchise while appealing to those already buying it, noted Agnes Landau, vice president of marketing for Clinique.
"Flanker brands — or brands built with some relation to an existing fragrance brand —?have gone from 2 percent of fragrance sales in 2000 to 10 percent in 2002," Landau said. "It made sense to capitalize on the popularity of Happy and on its consumer awareness."
The scent, said to be an effort between IFF and Clinique’s parent, the Estée Lauder Cos., has top notes of crisp mountain air accord combined with mandarin and a hint of cucumber. Middle notes include yellow primrose, wild carrot flower and water hyacinth, while the drydown includes blond woods and sandalwood. "While the two fragrances share part of a name, that’s where the similarity ends," said Raymond Matts, vice president of fragrance development worldwide for the Estée Lauder Cos. "While Happy is a citrus floral formulation, Happy Heart is a rich, full-bodied floral with a whisper of freshness."
Two stockkeeping units are available in the line: a 1.7-ounce eau de parfum and a 3.4-ounce size, retailing for $36.50 and $48.50, respectively. Both will be available in Clinique’s full North American distribution — currently about 2,200 doors —?in February. Ancillaries are planned for the future but will not break at launch.
While none of the executives would comment on projected first-year sales, industry sources estimated that Happy Heart would do about $15 million at retail in the U.S. in its first year on counter.
Advertising, with an image shot by Peggy Siroto, is slated for March fashion, beauty and lifestyle magazines, and will include single pages and single pages with scented strips. Sampling, including vials on cards and blotters, will also be included, with upward of 15 to 20 million scented impressions planned. While Clinique executives wouldn’t comment on advertising spending, industry sources estimated that Clinique would spend upward of $4 million on print advertising in the product’s first year.
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