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NEW YORK — Jacomo, a 31-year-old fragrance brand that enjoyed its heyday in the late Seventies and early Eighties, is striving for revitalization by spiffing up its look and launching a new scent.
The Mission: Using the Tax Free World Exhibition in Cannes, France (see story on page 4) as a platform on Tuesday, Jacomo Paris launched Jacomo de Jacomo Rouge, a new men’s scent, and a new-look version of its Jacomo de Jacomo men’s fragrance, which originally launched in 1980.
“It was necessary to modernize Jacomo de Jacomo,” said Fred d’Hallewin, vice president of Jacomo Paris Inc., the company’s New York-based affiliate. “We think after 20 years it’s useful to have a new design.” Only the juice, created by Christian Matthieu at International Flavors and Fragrances, remains the same. The in-house development team at Laboratoires Sarbec, parent of Jacomo Paris, designed the new packaging — a black rectangular bottle and a push-button “glide-open” cap, which is identical for Rouge.
The Goal: The two scents begin rolling out to Europe this week, with the Middle East and South America to follow. Highlights of the European campaign include 800 doors in France, as well as points of sale in Jacomo’s major markets like Italy, Spain, Holland and Belgium, according to d’Hallewin, who oversees worldwide exports.
U.S. rollout plans call for an initial launch in Nordstrom and Henri Bendel at yearend. The goal is to follow that launch with a rapid U.S. expansion to 600 yet-to-be-determined doors that d’Hallewin says will be “secondary market.” Within the first year after launch, d’Hallewin expects U.S. distribution to reach more than 1,000 doors.
D’Hallewin wouldn’t talk numbers, but industry sources estimate both scents could combine for wholesale sales of $15 million worldwide in their first year. Rouge is seen accounting for 15 percent of first-year sales, according to sources.
The Creation: Dragoco’s Bernard Ellena created the juice for Rouge, which comes in 50-ml. ($36) and 100-ml. ($51) versions. The scent contains top notes of cardamom and green mint, a heart of cedar and sandalwood and a base of tonka bean and patchouli. The Rouge collection, which targets 20- to 35-year-old men — a younger group than Jacomo has previously addressed — also includes a 200-ml. body shampoo for $20 and an aftershave balm (100-ml.) and deodorant, both for $18.
This story first appeared in the October 25, 2002 issue of WWD. Subscribe Today.
The Message: Advertising has not been planned, but a worldwide sampling campaign will support the two scents at retail.