PARIS — Escada is planning to widen its magnetic field this fall.
The fashion brand, whose beauty license is owned by Cosmopolitan Cosmetics, a division of Procter & Gamble’s Wella, will introduce the Magnetism for Men fragrance globally starting in September.
The scent, the male half of a master brand whose women’s fragrance Magnetism was introduced last year, is meant to fuel the development of Escada’s men’s beauty business. “Globally, the men’s segment for Escada is very small, at less than 10 percent [of sales],” said Alain Joly, president and chief executive officer of Cosmopolitan Cosmetics France.
Don Loftus, president and chief executive officer of New York-based Cosmopolitan Cosmetics USA Inc., added, “We’re very strong in women’s as a company. With [Magnetism for Men], we’re working to gain strength in the men’s market.” Ticking off a list of recent men’s entries via licenses under the Burberry, Gucci and Puma labels, he added, “We expect men’s to grow exponentially.”
According to industry sources, Magnetism for Men could ring up $1.2 million in wholesale volume in France by yearend. In the U.S., sources estimated the scent could generate first-year retail sales of $6 million. It will be introduced in 220 doors in October, including Saks Fifth Avenue, Neiman Marcus, Nordstrom and Bloomingdale’s. Plans call for a rollout to a total of 720 doors in the U.S. by the end of November.
The women’s version of Magnetism was launched in the U.S. last October and has reportedly generated in excess of $12 million. Based on that performance, Escada has launched a flanker to the feminine version, called Magnetism Beat, which bowed July 1. The scent is described as a fruitier floral compared to Magnetism, which is described as a floral oriental.
Magnetism for Men was inspired by the seduction and attraction that some men exude — a sort of magnetism — according to Marine Gaertner, France’s operational marketing manager for numerous Wella-licensed beauty brands, including Escada, Trussardi and Anna Sui.
Magnetism for Men’s juice, concocted by Robertet’s Michel Almairac, is a woody, spicy amber. Its spicy top notes include schinus and saffron, while notes of cedar, sandalwood and leather are at its heart. The scent’s base features notes of tolu balm, amber and musk. The bottle, designed by Nicosia Creative Expresso Ltd., is a faceted purple square topped with a cylindrical cap. The fragrance’s purple outer box has a hologram finish.
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Advertising for the scent, shot by photographer Mc Gregor and featuring model Tommy Dunn, will break at launch as single pages. A sampling campaign, which will include 1.2-ml. vials, will support the introduction. Roughly $3 million will be spent on advertising and promotion in the U.S., including a national print ad campaign slated to break in the October issues of GQ, Esquire, Details and Cargo, among other men’s books.
The Magnetism for Men eau de toilette will be available as 50- and 100-ml. sprays that are to retail for $48.20 at current exchange rates, or 39 euros, and $72.90, or 59 euros, in France. In the U.S., the 100-ml. bottle will be priced at $62 and the 50-ml. version will be priced at $42.
— Brid Costello, with contributions from Matthew W. Evans, New York