NEW YORK — Ralph Lauren has found a whole new take on one of his oldest classics for the launch in September of Ralph Lauren Blue, a cool, fresh floral women’s scent.
The executives in the Ralph Lauren Fragrances Division at L’Oréal USA are quite mindful of the success of last fall’s Polo Blue, as well as the staying power of the original Lauren, a 25-year-old scent that still has a distribution in about 1,400 doors. "We really want to go after the audience that Lauren was, and is to a degree, but really who we think the daughter of Lauren is today," said Andrea Robinson, president of Ralph Lauren Fragrances Worldwide.
So, who is this "she" now? The Ralph Lauren Blue woman is 25-35 years old and classic with a modern twist, in the view of Lauren executives. "We really wanted to build our women’s portfolio of fragrances and that’s what we’re doing with this," Robinson said.
The brand’s stable of fragrances includes: Glamorous, a big floral; Romance, a woody floral, and Ralph, a fruity floral. Ralph Lauren Blue, priced in between Romance and Ralph, fills the gap as the lightest of the floral scents.
"The concept plays up on the whole escapism idea and we describe the fragrance through three distinct destinations —a tropical exotic island, the Nantucket shore and a sensual spa," noted Doreen Bollhofer, vice president of global fragrance development for the brand. Givaudan created the fragrance and the company describes its signature accords in terms of the destinations.
The top notes in Ralph Lauren Blue are lotus flower, gardenia, muguet, pink peony and sparkling jasmine; middle notes of rose de mai, tuberose jasmine petals and orange flower, and base notes of ambrette, sandalwood, vetiver, mousse de chine and musk. "This is for the woman who really likes the light fragrance. I think we’re going to get a lot of the people who are now feeding off niche brands to embrace this," noted Robinson.
The deep-blue glass bottle has signature Ralph Lauren hallmarks on the side and a silver cap inscribed with the RL initials on top. It was designed to "slip perfectly into a woman’s hand." The outer packaging is royal blue and textured with white script lettering.The collection includes a 2.5-oz. eau de toilette spray that will retail for $45, a 4.2-oz eau de toilette that will sell for $60, a 6.7-oz. Vitamin Enriched Moisturizing Body Gel that contains cooling properties for $37.50 and a 6.7-oz. Vitamin Enriched Shower Gel that retails for $32.50.
While the company declined to comment on numbers, industry sources expect the line to do $45 million at retail by yearend.
Ralph Lauren Blue will be in 2,200 doors in the top 20 markets in the U.S. The launch will be supported by approximately 50 million scented impressions with additional co-op scented pieces, such as vial-on-card and deluxe samples and scented bracelets. It will be the brand’s biggest sampling effort for women’s fragrance to date.
The ad, shot by Bruce Weber, featuring model Filippa Hamilton in a Caribbean setting will break in October books. Co-op TV will also be used.
The company expects to be a top-five brand in a hotly competitive environment with other major launches from Estée Lauder, Clinique and Burberry.
"We’re going to get every opportunity to really perform in the fall," said Jack Wiswall, president of Designer Fragrances Division at L’Oréal USA. "The project warrants a big-time performance and I think we’re going to have it." With the launch of Ralph Lauren Blue, the company will also anniversary its men’s fragrance Polo Blue, which has already racked up retail sales of more than $40 million since its launch, according to industry sources. According to Wiswall, they will "go up in visual on both" and have a visual in men’s department, as well as the women’s.
EXCLUSIVE: @tomford is opening its first-ever beauty store. The boutique, which opens November 20 in London’s Covent Gardens, was designed with the over-the-top glam Ford is known for. Read the full story on WWD.com, link in bio. #wwdbeauty #wwdnews (📷: Simon Wagner) #TomFordBeauty
New York-based DJ @harleyvnewton threw a party to celebrate the holiday collection of her dress and pajama line @hvn at the Ladurée Beverly Hills. It Girls @katebosworth, @rashidajones and more joined in on the fun, which included cocktails, croque monsieur sandwiches and a photo booth. #wwdfashion (📷: Owen Kolasinski/BFA.com)
For the holidays, @Burberry partnered with 20-year-old artist @blondeymccoy on a series of three outdoor murals in downtown Manhattan. The murals are McCoy’s interpretation of a Christmas eve party, the idea of charity and the spirit of family. His third mural, pictured here, is the most personal. The image depicts McCoy’s grandparents and father in London’s Trafalgar Square in the Seventies. “My work often features lots of sentimental objects.” #wwdeye
For spring 2018, designers applied bold colors and cartoonish motifs on everything from sneakers and belts to key chains. See all the top men’s accessories trends on WWD.com. #wwdtrends (📷: George Chinsee; Prop Styling by @rnasti; Market Editor: @luiscampuzano)
The @dior-sponsored @guggenheim international gala pre-party has a history of drawing cool-girl musical acts to serenade the crowd –– and last night was no exception. @haimtheband performed songs both new and old, and lured a star-studded audience with the likes of Rebecca Hall, Kate Mara, Mamoudou Athie and more. #wwdeye (📷: @lexieblacklock)
In a partnership between the @metopera and the @englishnationalopera, “Marnie” was born. The opera, with costumes sponsored by @mrporterlive, is an adaptation of the 1961 thriller by Winston Graham. Arianne Phillips, who created the costumes, is no rookie: She’s styled Madonna for her tours and created costumes for a myriad of films in the past. Read WWD’s interview with Phillips, where she talks about her inspiration for the opera’s costumes on WWD.com #wwdfashion
@barneysnyc took a different approach to their holiday windows this year. Instead of Christmas decor, Barneys tapped @thehaasbrothers to tell a story of positivity, gratitude and inclusivity via heartwarming silliness and humor. “It’s about kids and it’s about coming together and being family and loving each other,” said Simon Haas. #wwdfashion (📷: @joshuascottphoto)
Beauty influencer @kandeejohnson makes her foray into hair care with a collaboration with @ogx_beauty — making it the first time that OGX has teamed up for a product creation. The collab includes shampoos and conditioners in three scents. At 39 and a mom, Johnson is a different profile than the emerging social media stars, but is considered one of the pioneers of the digital beauty influencer world. Read WWD’s interview with her on wwd.com, including the strangest beauty product she’s ever tried #wwdbeauty