Talk about an idea with staying power.
FragranceLock, a finishing spray for fragrance that promises to seal the scent of perfume on skin for 12 hours, was introduced this morning on HSN.com and will premiere live on HSN’s television channel this Wednesday.
The first-of-its-kind product is the brainchild of Francine Gingras, a beauty industry veteran who has led global communications and public relations for Elizabeth Arden and Procter & Gamble, and her 23-year-old daughter Josephine Sullivan, who proposed the initial concept to her mother after seeing products like it for makeup, nails and hair.
Gingras noted that the attribute women seek most in the fragrance category is long-lasting scent. “Women complain to manufacturers all the time,” said Gingras, who based her theory on existing consumer research and her own experience in the industry being exposed to customer feedback. “It’s an unmet need in the category.” The concept of a finishing spray isn’t new, but a finishing spray to apply after fragrance is. “It’s a true white space,” Gingras said.
FragranceLock, a proprietary blend of oils such as grapeseed and safflower, vitamin E, polymers and alcohol works to seal in scent on skin like a top-coat polish would for nail color. Gingras likened the formula to a “breathable mesh” that allows fragrance oils to escape, yet slows down the evaporation cycle. A 2.75-ounce spray bottle retails for $34.
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Industry sources estimate FragranceLock will do $4.5 million to $8.5 million in retail sales volume within its first year on the market.
Fragrance, a perpetually sluggish category, is beginning to gain traction — last year its sales growth surpassed skin care for the first time, according to data from the NPD Group. Gingras noted that the rising popularity of eau de toilettes, which carry less concentrated versions of formulas, and growing consumer interest in natural and organic ingredients, which wear off much faster, are two factors that aid in the need for a product that helps fragrance stay on the wearer.
Fragrances introduced for the mass market also tend to contain ingredients that dissipate faster. “No everyone can afford a $300 eau de parfum,” said Gingras, who noted that FragranceLock is the ideal solution for a customer seeking an affordable way to make her favorite scent long-wearing.
Fragrance happens to be the fastest-growing category for HSN, said Alicia Valencia, the home shopping network’s senior vice president of beauty.
Valencia said HSN customers will be attracted to the novelty factor of FragranceLock.
“The reality is it’s a revolutionary product,” said Valencia, who expects FragranceLock to be a quick success. “The fact that you don’t have to reapply [your] fragrance…once it starts getting testimonials [on hsn.com], word [will get] out pretty quickly.”
There is also plenty of opportunity for up-sell on HSN. Aside from its scheduled segments, Valencia noted that the channel’s hosts will be mentioning FragranceLock during fragrance hours, and it will also appear in a suggested products feed for fragrance-buyers online.
Distribution for now is exclusive to HSN and HSN.com, but the product will become available on Fragrancelock.com starting in September. Gingras declined to provide specifics on the future rollout, but noted that she is in discussions with potential retail partners.