Coty Beauty hopes to wrangle more sales out of its Stetson franchise with a new scent targeting young and feisty outdoors types. The latest men’s scent — Stetson Untamed — targets men ages 20 to 30, younger than the traditional Stetson user who is in his 30s.
To show it means business, Coty is backing the introduction with a $7 million ad campaign in the fourth quarter. Some $5 million has been allocated toward network TV and cable spots, while $2 million will be spent on print ads that will feature four-page spreads with a scratch-and-sniff bottle. National radio will also be part of the mix. The ads and in-store materials are expected to appeal to young women, the primary purchasers of men’s fragrances. The visuals show a shirtless male model wearing a cowboy hat and low-rise jeans adorned with a suggestively placed metal Stetson belt buckle.
“The focus is on the young, sexy cowboy,” said Stephen Brodeck, group marketing manager. “The Western lifestyle always has been ‘in.’”
Stetson Untamed reflects a sense of danger, and is for someone who lives life to the fullest. The scent, “captures a raw, thrill-seeking spirit,” said Brodeck.
Stetson Untamed features bergamot, with a heart of suede, cedar and oak moss. The cut glass bottle was designed in house and features a cap with a gun-metal look.
The scent is available as a 1.5-oz. cologne spray for $19.50. There is also a 1-oz. cologne, .75-oz. cologne spray and 1.5-oz. aftershave, each priced $13.50. It will launch in September. Coty execs expect Stetson to be the best-selling new men’s scent in the mass market this year and predict it will rank among the top five men’s brands. That means it could hit retail sales of $20 million, according to sources.
In developing Stetson Untamed, “We looked at what is popular in today’s culture,” remarked Greg Black, marketing manager at Coty. “Rodeo is still popular.”
According to data gathered by Coty execs, rodeo is the eighth most well-attended sports event in the U.S., following NASCAR racing. Rodeo also draws an equal crowd of men and women.The first Stetson scent was introduced in 1981 and it is still the best-selling men’s mass-market fragrance. It has a 5.2 percent share of the men’s fragrance sales at mass, according to Information Resources Inc., excluding Wal-Mart.
While the mass fragrance market overall has been weak, the men’s side of the business has shown some resilience. Sales in the combined category of men’s shaving lotions and fragrances rose 4.8 percent to $361.1 million for the 52 weeks ended June 15, according to IRI, excluding Wal-Mart.
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