This summer's fragrance launch pipeline will result in a veritable fountain of youth.
A plethora of scents targeting teens is scheduled to bow starting in July. Brands eyeing the demographic, which numbered approximately 842 million individuals worldwide in 2005, are lured by high spending power, according to London-based tracking firm Euromonitor International.
"Not only are they more affluent, today's teens are generally more sophisticated consumers than ever before," said Euromonitor in its "Teen Fragrances" report published in September 2006.
Hot on the heels of a number of youth-oriented spring introductions, such as Thierry Mugler's Eau de Star and Miss Boucheron, this summer Paco Rabanne Parfums will launch Black XS for Her and Inter Parfums will unveil Roxy's signature scent, both targeting hip young things.
Paco Rabanne's Black Magic
PARIS — Paco Rabanne added more than a whiff of the occult to his latest fragrance Black XS for Her.
The designer, who when presenting the scent to journalists here recounted that he'd recently had an altercation with a ghoulish presence, said he had included ingredients from a mythic witches' brew and added Gothic touches in creating the fragrance, which made its debut in France this month. It will roll out to the rest of Europe in July, and South America and the Middle East in October. A U.S. launch is planned for 2008.
"Forty years ago when I signed the contract with Puig, they were already ultramodern. They always say ‘yes' to the most improbable inventions," said the designer, who next year will celebrate 40 years of business with Puig Beauty & Fashion Group, which owns his fragrance businesses.
Black XS for Her is the female follow-up to Rabanne's 2005 Black XS men's scent, now a bestseller for the brand. Both fragrances target the 18- to 25-year-old demographic.
"The rock 'n' roll bad boy has been transformed into a rebel princess," said Vincent Thilloy, Paco Rabanne Parfums' brand director. "[It's] Baroque 'n' roll."
The new scent's bottle is black with pink hues, a white Gothic-style logo and a pink rose motif. Hinting at black magic, the scent's faceted stopper is intended to recall an elixir or love potion.Also on a mystical note, its juice contains black hellebore, a rose ingredient, which according to legend was used by witches for its hallucinogenic powers.
"In Europe, there is this Gothic movement, which is really influencing young people," said Rabanne.
Concocted by Symrise's Emilie Coppermann, the scent also includes notes of tamarind blossom, pink peppercorn, cranberry, black violet, cacao flower, Massoia wood, patchouli and vanilla.
While Puig executives declined to discuss sales projections, industry sources estimate Black XS for Her will generate 55 million euros, or $74 million at current exchange, during its first six months at retail.
The fragrance's single- and double-page advertising visuals were shot by Matthew Brooks. The black-and-white images portray Italian model Bianca Balti sporting cropped hair and wearing a velvet jacket with chain necklaces.
"It shows she has this strong side," said Thilloy.
A 20-second black-and-white TV spot and samples, including 1.2-ml. sprays, tattoo-like transfers and rose motif bracelets, will support the launch.
The eau de toilette will be available in 30-, 50- and 80-ml. versions priced at 32 euros, 45 euros and 55 euros, respectively, or $43, $61 and $74. An ancillary collection includes a deodorant, shower gel and body lotion.
The brand is also supporting Sidaction by donating 1 euro, or $1.40, to the AIDS charity for each bottle of Black XS and Black XS for Her sold during the week following World AIDS Day on Dec. 1 and will also distribute condoms alongside scent samples. — Ellen Groves
Roxy reaches for a Wave
PARIS — Roxy plans to make waves in the fragrance world.
Starting in July, Inter Parfums SA, a subsidiary of Inter Parfums Inc., will introduce a signature scent under license with Roxy's parent company, Huntington Beach, Calif.-based Quiksilver Inc. Roxy is the first of three scents for the brand — the second, called Love, is slated for March 2008 and a third, named Heart, will launch in September 2008. While Roxy is a floral, Love has marine notes and Heart is a gourmand-inspired scent."As Roxy is a brand which constantly renews its offer, we didn't want only one fragrance," said Philippe Benacin, chief executive officer of Paris-based Inter Parfums SA, which signed a global beauty license with Quiksilver in March 2006.
In line with Roxy surfwear's core consumer, girls between ages 15 and 17, the scent is aimed at young women ages 15 to 20.
Roxy's bright packaging, a pink carton with the brand's logo in yellow plus a pink glass flacon, were designed to emphasize fun and "joie de vivre," said Benacin.
Single- and double-page advertising shows three models after a swim plus a shot of the scent against a fuchsia background.
Inter Parfums will devote 70 percent of its promotional budget to TV advertising. A 20-second spot featuring flashes of pink, blue and green with a rock 'n' roll soundtrack, will air in October. Created by Parisian ad agency Leg, it will be used to promote all three scents. In the U.S., both TV and cinema ads are planned.
The juice, concocted by Givaudan perfumer Antoine Maisondieu, features top notes of citrus fruit and berries. Heart notes include lily of the valley, magnolia and violet, with musk, organic yang-yang and frangipani flower as its base. The certified organic yang-yang is intended to underscore Roxy's natural approach to beauty.
Industry sources estimate the new Roxy scent, which will be sold in Quiksilver doors plus perfumeries and department stores, will generate 12 million euros, or $16 million at current exchange, in worldwide wholesale sales in its first year. In the U.S., it will be sold in 1,200 doors, including Macy's, Dillard's and Sephora.
Inter Parfums will focus marketing efforts on Roxy's key markets: the U.S., France, Spain, the U.K. and Australia.
Twenty million scent strips will be used to promote the fragrance's August launch in the U.S., Roxy's number one market. The U.K. and the rest of the world will get Roxy in September. Sampling will also include 1.2-ml. sprays.
Roxy eau de toilette will be available as 30-, 50- and 100-ml. sprays priced at 29 euros, 46 euros and 55 euros, respectively, or $39, $62 and $74. A 150-ml. body lotion will sell for 23 euros, or $31, and a 150-ml. shower gel for 21 euros, or $28. The U.S. will sell the 50-ml. size for $48 and the 100-ml. size for $58, with the lotion priced at $24 and the shower gel for $20. — E.G.
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