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Patou Aims for Younger Set This Spring With Enjoy

PARIS — With its new women’s fragrance called Enjoy, set to launch starting in March, Jean Patou Paris is going after the 25 to 35 set.<br><br>"The objective is simple: It’s to conquer a new generation for Jean Patou Paris," said...

PARIS — With its new women’s fragrance called Enjoy, set to launch starting in March, Jean Patou Paris is going after the 25 to 35 set.

“The objective is simple: It’s to conquer a new generation for Jean Patou Paris,” said François Saurel, brand manager for fragrances in France and the Benelux countries for Procter & Gamble Prestige Beauté, which acquired the Jean Patou Paris trademarks and licenses in September 2001.

It’s also part of an ongoing drive to modernize the brand.

While P&G executives refused to divulge numbers, industry sources estimate Enjoy could ring up $25 million to $35 million in retail sales worldwide in its first 12 months.

Enjoy has numerous links with Joy, Patou’s classic scent dating from 1929. Both have streamlined bottles — the label on Joy’s was tweaked, as was its outer packaging, last year — and contain juice with jasmine and rose notes.

However, Enjoy is meant to lure a younger consumer than Patou’s other global women’s scents, Joy, Mille and Sublime, said Marco Parsiegla, global brand manager for Jean Patou Paris.

Further, Enjoy’s bottle has silver-colored details, while Joy’s are gold. The “En” of Enjoy is in silver, for instance, with the world “Joy” superimposed in black.

The new fragrance’s name was chosen, said Saurel, not only for its play on the name Joy, but also for its optimistic and youthful connotations.

Another way Joy and Enjoy differ is in their juices’ coloring — the first is amber, while Enjoy’s is amethyst.

The new scent’s juice, a musky floral fruity, was created by Patou’s in-house perfumer Jean-Michel Duriez. Top notes include cassis, green banana, pear, bergamot, orange and mandarin. In the heart are extracts of Bulgarian rose, Turkish rose, jasmine from India and hedione. Patchouli, amber, vanilla and musk comprise the base notes.

Enjoy’s single-page advertising campaign, shot by Peter Lindbergh, features Chiara Mastroianni in black and white and the Enjoy bottle in color. It was produced by Grey Worldwide.

Enjoy’s price tag is about 50 percent lower than Joy’s. The new scent’s lineup will include a 50-ml. eau de parfum spray for $65 and a 100-ml. edp spray for $85, plus ancillaries. All suggested retail prices are for the U.S.

Enjoy will begin its worldwide introduction starting in March in France. In the U.S., where Clarins Fragrance Group took over Patou’s distribution in February 2002, the scent will be introduced in April in tight distribution: exclusively, through spring, in 61 Saks Fifth Avenue stores, accompanied by sampling, including scented remit envelopes and Sophisticates, and in-store appearances of perfumer Duriez.

“We wanted to treat Jean Patou like the jewel it is,” explained Brad Horowitz, vice president of marketing at Clarins Fragrance Group, who added that after about one year, the scent could be rolled out to Patou’s full distribution of 400 to 500 U.S. doors.

That’s about half the size of its U.S. distribution one year ago. The pared-back door count is part of a push to emphasize Patou’s prestige and exclusivity. So are recent promotions, such as Joy’s addition to the 2002 Oscar gift baskets, said Yadira Martinez, P&G’s brand manager of fine fragrance in North America.