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Morgan Targets Young Set

PARIS — Morgan is hoping to lure the 15-to-25 set with a fragrance duo called Morgan de Toi.<br><br>The masterbrand marks the French "cheap chic" fashion brand’s first foray into fragrance. It will bow in April.<br><br>The scents are meant...

PARIS — Morgan is hoping to lure the 15-to-25 set with a fragrance duo called Morgan de Toi.

The masterbrand marks the French “cheap chic” fashion brand’s first foray into fragrance. It will bow in April.

The scents are meant to embody Morgan’s young, sexy image. The women’s scent bottle, for instance, features a ring that’s suggestive of a pierced belly button.

“When we defined the Morgan woman, [we realized] she was the first to get a piercing,” said Delphine Nathan, product manager at Confinluxe, Morgan’s beauty-license holder. “She’s a rebel, a rule-breaker, she wants to be different but wants to remain flirtatious.”

The curvy women’s scent bottle, tinted red, was created to be like a woman’s body. The men’s clear flaçon is also curved, but in a different direction.

“The idea of the two bottles is that the women’s flaçon leaves an imprint on the men’s in the same way that a woman leaves her imprint on a man’s body,” explained Jean-Pierre Grivory, Confinluxe’s president and chief executive officer.

The scents will bow in Europe mid-April and then be introduced in the U.K. and the U.S. in the second half. Morgan de Toi will be sold in selective distribution and Morgan’s 520 retail points of sale worldwide.

At launch, there will be an advertising campaign, featuring single pages and posters, plus samples, such as scented ribbons and 1.6-ml. sprays.

Industry sources estimate the Morgan pour Toi duo could generate $9.6 million in ex-factory sales, about 20 to 30 percent of retail, in its first year.

The women’s juice, a floral amber, was concocted by Christine Nagel of Quest. The men’s fragrance, created by Firmenich’s perfumers Annick Menardo and Gerard Anthony, is a spicy woody.

Morgan de Toi pour Elle will come in 30, 50 and 90-ml. eau de toilette sprays that will retail for $31, $44 and $61, respectively. Morgan de Toi pour Lui will be available in 75 and 125-ml. eau de toilette sprays that will sell for $40 and $53, respectively. Dollar prices have been converted from the euro at current exchange rates and are for France.

This story first appeared in the February 14, 2003 issue of WWD.  Subscribe Today.