WWD.com/fashion-news/fashion-features/ghost-story-new-scent-for-brand-731865/
government-trade
government-trade

Ghost Story: New Scent for Brand

Ghost is making another fragrance apparition this month with the global launch of Ghost Serenity through its licensee, Cosmopolitan Cosmetics.

PARIS — Ghost is making another fragrance apparition.

This story first appeared in the May 9, 2003 issue of WWD.  Subscribe Today.

This month, the British clothier and its beauty license, Cosmopolitan Cosmetics, will introduce Ghost Serenity globally.

The new scent can add critical mass to Ghost’s olfactive assortment — which also includes Ghost The Fragrance and Ghost Deep Night fragrances — and therefore can increase the brand’s notoriety outside of the U.K., said Marine Gaertner, marketing manager for France at Cosmopolitan Cosmetics, Wella AG’s cosmetics and fragrance arm.

Ghost Serenity is positioned to offer a moment of calm in today’s frenetic world.

“It’s a sensual fragrance [that encourages] harmony of the heart, body and spirit with gentle enveloping notes,” said Gaertner.

The scent’s juice, concocted by Robertet’s Michel Almairac, features top notes of bergamot, coriander and green leaves. At its heart are peony, lily of the valley and tea, while base notes include white musk, Tonka beans, amber and moss.

Ghost Serenity comes in a rounded flacon that sits on three small prongs that are meant to symbolize balance, according to Gaertner. The bottle was designed by Franzrudolf Lehnert.

The fragrance’s advertising campaign, shot by Mert Alas and Marcus Piggot, features model Kirsty Hume in a gauzy Ghost outfit. In France, the ads will appear primarily in trade press and stores. Elsewhere, it could run in consumer publications, said Gaertner.

A sampling campaign will include 1.7-ml. vials and 5-ml. miniatures.

Industry sources estimate Ghost Serenity could ring up $991,500 in wholesale volume in France from May through December.

The eau de toilette spray will come in 30-, 50- and 100-ml. bottles selling for $32, $46 and $68, respectively. Ancillaries include a 250-ml. shower gel and a 250-ml. moisturizing lotion for $22 and $27.50.

Dollar prices have been converted from the euro at current exchange rates and are for France.