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PARIS — Puig Prestige Beauty Brands (PPBB) has big plans for 2003.
This story first appeared in the January 31, 2003 issue of WWD. Subscribe Today.
New scent Carolina is among them. It will hit Europe and Latin America in April. The fragrance will then land in North America in September, while the rest of the world will get the juice in 2004.
The new women’s eau de toilette targets the 18-to-35 set, a slightly younger range than the demographic for the firm’s other “classic” Carolina Herrera scents. It comes in the same bottle as the Carolina Herrera Eau de Parfum and wrapped up in signature polka-dotted packaging.
Puig executives refused to speak numbers, but industry sources estimate the floral oriental juice, created by Carlos Benhaim of International Flavors and Fragrances and Herrera, will ring up $20 million in wholesale sales through yearend. Its launch will be accompanied by an advertising campaign shot by Patrick Demarchelier featuring Yfke Sturm and the bottle.
The 50-ml. edt spray will retail for $49 and the 100-ml. edt spray for $69.
Carolina is the latest step in the building of the Carolina Herrera brand, explained Jose Manuel Albesa, general manager of PPBB’s Barcelona-based branch. Other classic Carolina Herrera scents have recently been rejiggered with new inner and outer packaging.
The Carolina Herrera franchise will add two new 212 limited-edition summer scents, 212 H20 — one for men, another for women — starting in April. The company will produce 1 million units of the scents packaged in retro lever-topped glass bottles. The target market is 18- to 30-year olds.
The 212 franchise is already growing quickly, said Albesa. While he wouldn’t talk figures, industry sources reckon last summer’s limited-edition installment spiked 212’s sales 18 percent year-on-year to $100 million in wholesale sales.
A limited-edition Chic perfume will hit shelves starting in March, just in time for Mother’s Day. The concentrated fragrance will debut in a 15-ml. handmade glass bottle and will sell for $150. External sources say they expect the fragrance to generate up to $2 million in wholesale sales in the first year.
Also on the docket this year is an informational Carolina Herrera Web site, Carolina-ch.com, due to go live in April. And for 2004, a men’s Chic fragrance is in the works.
The company is gearing up to increase the distribution and brand awareness of Comme des Garçons 2, a scent from Comme des Garçons, PPBB’s most recent license addition. Currently sold in fewer than 500 doors worldwide, it will be retailed in 250 U.S. doors, 300 each in the U.K. and Italy, 400 in Spain and 600 in Germany, starting in September. The expanded launch will also be accompanied, starting in October, by Comme des Garçons’ first ad campaign, shot by Ronny Newhouse.
A line extension will also be made available, including a 25-ml. Comme des Garçons 2 scent and a half-dozen bath products. These will be followed up by a new scent for the brand in 2004.