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PARIS — Lacoste Pour Femme, slated to start hitting shelves in April, is meant to be an olfactive incarnation of the new Lacoste woman.
Some words to describe her? “Modern, elegant, audacious,” said François Saurel, brand manager for fragrances in France and the Benelux countries for Procter & Gamble Prestige Beauté, acquirer of La Chemise Lacoste beauty license in September 2001.
“She dares to show emotion and breaks conventions with style,” added Brad Horowitz, vice president of marketing at Clarins Fragrance Group, which distributes Lacoste’s scents in the U.S.
Like Pour Femme’s male counterpart, Lacoste Pour Homme, which was introduced starting in October 2002, the new women’s scent targets consumers aged 25 to 40. Both are meant to reflect the prestige of the upscale Lacoste line, called Club, which is demarcated by a silver gray crocodile emblem.
The new Lacoste women’s scent is the second in the brand’s portfolio. The first, Lacoste for Women, which was introduced in fall 1999, targets a slightly younger demographic.
While P&G executives did not give sales estimates for Pour Femme, industry sources said they expect it will ring up $35 million in retail sales globally during its first 12 months.
Firmenich’s Olivier Cresp created the floral woody, musky scent. Its top notes contain accords of Jamaican pepper and purple freesia; heart notes of accords of jasmine, hibiscus and Bulgarian rose, and base notes of accords of cedarwood, sandalwood and incense.
For Pour Femme, Lutz Herman created a slim, upright rectangular bottle. As with the men’s version, the women’s flacon has a silver gray crocodile symbol and a cap textured to be reminiscent of a Lacoste 1212 polo shirt’s piqué.
The advertising for the Pour Femme and Pour Homme scents share the tag line “Style on Skin.”
The single-page visual for Pour Femme, which was shot by Nathaniel Goldberg, features model Catherine Hurley (who’s also the model for Lacoste women’s clothing) dancing barefoot down a long table set for a party. The crocodile, Lacoste name, tag line and product shot figure in a column on the right.
There is also a 20-second TV clip, which will run for five weeks in France starting in April, showing Hurley dancing blithely down the tabletop. As in the still, she sports a Lacoste Club dress.
P&G executives say Lacoste has high brand recognition among women, who comprise 70 percent of its clothing purchasers.
Pour Femme will be launched beginning in April in France, the Benelux countries, the U.K. and Germany. The subsequent rollout will include a selection of U.S. department stores starting to sell the scent Oct. 1.
At first, Pour Femme will be carried in 700 to 800 U.S. doors. Also in the U.S. will be national advertising starting in late fall books and sampling, including scented remits, blow-ins, inserts and 2-ml. vial-on-card samples at counters.
In France, the launch will be accompanied by print ads beginning in mid-April and an outdoor poster campaign, which also makes reference to the men’s Lacoste scent, starting in June. In-store sampling will include 5-ml. Sofilux spray vials.
In the U.S., the Pour Femme line will include a 3-oz. eau de parfum spray for $60, a 1.6-oz. version for $48, a 5-oz. body cream for $32 and a 5-oz. shower gel for $20, plus other ancillaries.