Air-Val Brings City Girls to Europe
BARCELONA — Spanish beauty marketer Air-Val International is hitting the European cosmetics market with a girly collection called City Girls Perfumes and Cosmetics. It’s an effort by the 25-year-old company to add a more fashion-forward line to its portfolio.
“We wanted to add a trendy group of products to appeal to a different market,” said Daviv Garcia, the firm’s managing director.
The new brand joins Air-Val’s existing product lineup, which now includes fragrances under license from Disney, as well as a 30 stockkeeping-unit perfume and body care line under the Beverly Hills Polo Club moniker. For City Girls, the company is setting its sights on 16- to 30-year-old girls who are “modern, feminine and always ahead of fashion.”
The initial 11 stockkeeping-unit City Girls line features perfume and cosmetics, including fruity lip glosses and eye palettes, in addition to brushes and two cosmetics bags. All the cosmetics feature packaging with images of New York, London or Paris, with foreground illustrations of young women. Spanish photographer and illustrator Teo Tarras created the line’s packaging. He also was the inspiration for the line. Tarras, from Barcelona, inspired Air-Val to create City Girls based on a presentation of his photography and art, a concept called, naturally enough, City Girls.
“We really appreciated his original work and thought it was in line with what we wanted to do for a trendy cosmetics brand,” said Garcia. “His work gives it an exclusive identity.”
The line’s fragrance is a 50-ml. eau de toilette and is part of the fruity-floral family. It boasts olfactory accords of bergamot, grapefruit, amber and musk. The scent is designed in a short bottle, which features a molded loop above its cap, and it will retail for 25 euros, or $30.80 at current exchange rates. Cosmetics for the line will be priced from 15 euros to 20 euros, or $18.50 to $24.60.
Following a launch this month in Spain and in Portugal, plans call for City Girls to roll out to France first this fall, then subsequently to the rest of Europe. Distribution in the Middle East, South America and Japan is expected by year-end. Air-Val has no initial plans to launch City Girls in the U.S. but the firm is not ruling it out just yet. “We want to show the brand to everyone at the upcoming beauty fair in Cannes,” Garcia noted, hinting at wide international distribution plans. For instance, the company plans to roll out City Girls to no less than 5,000 doors in 40 countries by the end of next year.
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In its first year, City Girls is expected to garner 5 million euros, or $6.2 million, in retail sales. The company is hoping that figure will rise with new, seasonal extensions to the line.
Air-Val has recently created lines inspired by Disney characters and brands including Mickey Mouse and Minnie Mouse, as well as Princess and Witch branded lines. The company’s decision to broaden its offering with City Girls has marked a turning point for its future, and it’s also a move that is seen expanding Air-Val’s annual volume to 20 million euros, or $24.6 million, in retail sales.
“We are hoping to do more brands for the younger market in the future,” said export manager Mario Fina. “City Girls will be the launch pad for us.”
Macy’s, Lauder Love Her Life
NEW YORK — Macy’s and the Estée Lauder Cos. are teaming up to help raise money for breast cancer research, with a program they’re calling For the Love of Her Life.
During October, Macy’s customers can purchase a coupon book — the Pink Ribbon Bonus Book — for $5. It will include coupons redeemable at Macy’s for exclusive offers on a number of items produced by the Estée Lauder Cos.’ divisions, including Estée Lauder, Clinique, Origins, Prescriptives, Donna Karan Cosmetics and Aramis’ Lab Series line. The retailer will also sell a $12 Gund teddy bear to help fund breast cancer research.
According to Macy’s, its goal for the program is to raise at least $250,000 in its 423 stores, with all proceeds from the bonus book and $6 from the sale of each teddy bear slated to make up that total.
With the raised money, the retailer plans to establish a research grant with the Macy’s moniker to be administered through the Breast Cancer Research Foundation. The BCRF was founded by Evelyn Lauder, senior corporate vice president of the Estée Lauder Cos., in 1993, and to date has raised nearly $100 million for breast cancer research.
“For the Love of Her Life and the Pink Ribbon Bonus Book are a unique opportunity for Macy’s and our customers to support the lifesaving works of the Foundation,” said Terry Lundgren, president and chief executive officer of Federated Department Stores Inc., in a statement.