NEW YORK — It's going to be a hot spring season at Ralph Lauren fragrance counters.
That heat will begin to build in March, when Ralph Lauren Fragrances, a division of global beauty giant L'Oréal, will launch Ralph by Ralph Lauren Hot — the newest addition to the designer's scent lineup.
Building upon the strengths of franchises has always been a successful strategy for the brand, which has also launched a trio of Polo fragrances — the original and two siblings, Polo Blue and Polo Black — and several scents under the Ralph by Ralph Lauren banner, of which Hot is the third. Cool bowed in 2004 and the original Ralph by Ralph Lauren was introduced in 2000.
"Ralph Hot gives the Ralph girl a new fragrance in her lifestyle portfolio," said Signe Gammeltoft, president of Ralph Lauren Fragrances Worldwide. Gammeltoft was named to her role in June; she was previously president of L'Oréal's Luxury Products Division in the U.K. "Ralph is the leading young fragrance brand in the marketplace and Ralph Hot will help us to continue our global success."
The Ralph franchise is primarily targeted at consumers ages 15 to 25, representing a huge market opportunity, said Heather Simmons, vice president of global marketing for Ralph Lauren Fragrances. "About half of the 6.2 billion people in the world are under 25 — and 1.5 billion of those people are women," said Simmons. "The market continues to grow very strongly, and consumers in this age group always want whatever is the newest, hottest item — and they are spending money in our world. We want to continue to grow our leadership position in that market."
And the same female consumer could easily wear all three scents in the Ralph portfolio, showcasing different aspects of her personality, Simmons said. "The Ralph Hot fragrance appeals to her flirty, sexy side, the Cool girl is trendy and adventurous and the original Ralph girl is preppy and confident."
That youthful yet sophisticated consumer will be drawn in by the scent, which is the brand's first gourmand juice, said Jennifer Mullarkey, assistant vice president of global fragrance development for Ralph Lauren Fragrances, who developed the fragrance with Givaudan's Pierre Negrin.
Hermès is launching a Laundromat pop-up shop in NYC - dubbed Hermèsmatic - where customers can bring their old scarves to be dip-dyed by an expert. Get all the details on WWD.com. #wwdnews (📷: @donstahl)