NEW YORK — Tommy Hilfiger is planning to send a little piece of Americana into travel retail doors this summer with his new fragrance masterbrand, Tommy Jeans.
"Tommy Hilfiger captures a fresh American spirit in all his projects — and what could be more American than blue jeans?" said Robin Mason, executive director of global marketing for Aramis and Designer Fragrances.
The scents are the first of Hilfiger’s to launch in travel retail doors. The masterbrand will enter the brand’s 5,300 travel retail stores in July, where it will have a two-month exclusive before rolling out to 1,800 U.S. department and specialty store doors in September.
The men’s juice opens with a cool, frosted top note, which includes bitter orange, grapefruit and mandarin; eases into middle oceanic and herbaceous notes, and has a drydown of soft chipotle wood. The women’s scent opens with a complex citrus blend of tangerine, grapefruit and orange; has middle notes of honeysuckle and muguet, and has a drydown of soft floral notes and pear.
"While these might sound like light fragrances, they’re not — they have a lot of volume behind them," said Raymond Matts, vice president of corporate fragrance development worldwide for the Estée Lauder Cos., who worked with Symrise to develop both juices. The scents are chiefly targeted at 18- to 35-year olds.
The men’s collection comprises a 1.7-oz. cologne spray for $36, a 3.4-oz. cologne spray for $48, a 3.4-oz. aftershave for $34 and a 6.7-oz. body wash for $16. The women’s collection includes a 1.7-oz. cologne spray for $38, a 3.4-oz. cologne spray for $49, a 6.7-oz. body lotion for $24 and a 6.7-oz. shower gel for $20.
The scents are bottled in the signature Tommy glass rectangular bottles, with blue touches — bottle bottom, actuator and cap — for the men’s juice, and red for the women’s. The outer packaging carries the casual theme through, with a carton of dark denim print for the men’s and stonewashed print for the women’s, noted Mason.
While executives wouldn’t discuss numbers, industry sources estimated that the masterbrand would do upward of $40 million at retail in the U.S. and duty-free doors in its first year on counter. The scents will roll out to global doors in spring 2004.The brand plans national print advertising for the fragrances beginning in September fashion and beauty magazines. At least 10 million scented pieces also are planned, said Carol Russo, vice president of sales and marketing for Aramis and Designer Fragrances. The brand also is planning two holiday gift sets for the new masterbrand, she said, adding that the new masterbrand will be cross-promoted with the Hilfiger fashion brand. None of the executives would comment on projected advertising and promotional budgets, although industry sources estimated that about $5 million would be spent.
As for the brand’s launch into travel retail first, Fabrice Weber, vice president and general manager, travel retailing worldwide, for the Estée Lauder Cos. said, "The global brand awareness of Tommy Hilfiger makes it the ideal brand to venture into a travel retailing exclusive initiative," said Weber. "The fact that we are premiering Jeans in travel retail will be a big draw for the traveling consumer who is looking for gift ideas and appreciates innovation and new opportunities."
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