So hopes Coty Beauty, which is evoking the sunny, easy, breezy feeling in two new fragrances and a bath line this spring.
The Club Med brand represents the first major introduction under Coty’s new president John Galantic, who joined the company in September.
He described the Club Med effort as “a big focus brand for us,” which reflects Coty’s strategy to “leverage established brand equities” rather than launch new brands. “It gives you a head start when you go in with a well-respected brand,” explained Galantic, who added that Coty’s Adidas fragrances were introduced under the same theory and have “exceeded expectations.”
He continued: “We know, as a rule, new brands will do relatively less well.”
Coty signed a beauty license with Club Med in May 2000. Under the terms of the deal, Coty manufactures and distributes hygiene and beauty products for Club Med globally, excluding sun care products in France, where Gemey holds the license.
Sand, surf and sun inspired the Club Med beauty line. Take the fragrance master brand, called My Ocean for Her and My Ocean for Him, for instance. The scents are packaged in blue, pebble-shaped bottles designed by Cent Degres in Paris. The outer cartons, created by Desgrippes & Gobe, are clear-plastic, blue boxes featuring Club Med’s logo. These are meant to bring to mind pebbles at the bottom of the ocean.
The juices, by Firminich, are also aquatically themed. My Ocean for Her includes a blue water accord. My Ocean for Him includes a blue water accord with cardamom.
My Ocean for Her eau de toilette comes in 30-ml. and 100-ml. sprays that will retail for about $18 and $28.50, respectively. The same goes for My Ocean for Him. Coty is eyeing a target market of 25- to 49-year-olds with the collection. “This is for those who love the outdoors, travel and who love fragrance,” said Tracy Young, marketing director for Coty Beauty in the U.S.
Coty will introduce the scents in the U.S., France and Italy in mid-March. The rollout to the Czech Republic will follow in April, with other countries due to get the scents in the second half of this year. In addition to traditional retail outlets, Coty will leverage like-minded venues such as cruise lines and the Club Med Web site. It also will be available at the some 115 Club Med villages around the world.
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A sampling and advertising campaign, featuring scented postcards and single-page ads, will accompany the launch, according to Coty executives. TV advertising is expected in the U.S. later in the year. The global launch of the two scents could rack up $35 million to $40 million its first year, according to industry sources.
The Club Med theme continues into the bath line, set also to make its debut in March in Europe to be followed by the U.S. Packaged in bottles mirroring the shape of the My Ocean fragrances, the bath gels come in four scents, each named after its skin care benefit — Softness, Radiance, Freshness and Energy. There are two antiperspirants — called So Gentle and So Pure — and a deodorant called So Fresh. Accompanying the launch of the bath items in Europe, there will be a TV ad campaign, which has not been finalized.
Samples of the scent will be distributed in Club Med welcome baskets in its resorts. Also, there will be scented postcards.
“[Club Med] is the expert in happiness,” said Jean-Philippe Cavroy, Coty Beauty’s marketing director for Europe. “Coty is very interested in [the company], as we try to bring happiness to the bathroom everyday.”
In the long term, said Galantic, Coty intends to make its businesses more well-rounded in both the U.S. and Europe. In the U.S., where its strengths are in fragrance and bath and body, it will begin to expand its cosmetics and personal care presence. In Europe, already mighty in personal care and cosmetics, it is looking to bulk up in fragrance and bath and body.
The company also wants to reach more deeply into Latin America. Eric Thoreux, former Coty Beauty president who was recently elevated to president of Coty Beauty Americas, overseeing North America and Latin America, is leading that charge.