NEW YORK — Lancôme is planning to add a little magic to the U.S. fragrance market.
Miracle So Magic, a permanent addition to the brand’s Miracle scent franchise, is slated to hit U.S. counters in early February. It launched in Europe at the beginning of September.
While the scent carries the Miracle moniker and has a similar bottle, that’s where the similarities end, said Odile Roujol, deputy general manager and senior vice president of marketing for Lancôme.
“Not only is this scent a completely different proposition, we believe the two fragrances will appeal to different consumers,” said Roujol, insisting that the scent is not a flanker. “This is a happy, addictive scent that we expect will be a big hit for Valentine’s Day. So Magic’s older sister, Miracle, was a very impactful launch for Lancôme, and now there’s another girl in the family.”
Ulli Lindauer, assistant vice president of fragrance for Lancôme, said the key consumer for So Magic is a vivacious 20- to 35-year-old who sees life “through rose-colored glasses.”
“So Magic is a lighthearted scent which we expect will bring new consumers to the Miracle franchise,” she said.
To further delineate the differences between the two scents, the brand has announced each will be represented by different faces in advertising efforts. The brand confirmed this week that it has tapped Diane Kruger of “Troy” fame as the face of Miracle, confirming a report that first ran in these columns on July 19. The first ads featuring Kruger will begin appearing early next year.
The face of So Magic is model Elizabeth Jagger, who Lancôme tapped as a spokeswoman in 2002.
So Magic’s juice, created by Annick Ménardo of Firmenich, is built around a “pink feeling,” said Ménardo, who was also inspired by French punk and techno music. Its top notes are of pink pepper and fresh green hazelnut; its heart is of wild rose, narcissus absolute and clover, and its drydown is of amber wood, cedar, vanilla and musk.
So Magic will be available in three sizes at launch: eaux de parfum in 1-oz., 1.7-oz. and 3.4-oz. versions, retailing for $38.50, $48.50 and $68, respectively.
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The fragrance also will launch with three ancillary products: a shimmering body lotion, a crystal shower gel and scented sheets, which deposit the fragrance and a pink sheen on the skin. The body lotion will retail for $40 for 6.7 oz., while the shower gel is $37.50 for 6.7 oz. and the scented sheets are $15 for 45 sheets.
While executives wouldn’t comment on projected sales or advertising spending, industry sources estimated that So Magic would do upward of $30 million at retail in its first year on counter.
Lancôme plans a major awareness campaign behind So Magic, which will include national print and TV advertising. The print ads will break in February fashion, beauty and lifestyle magazines, including Vogue, In Style, Lucky, Allure and Latina. Scented strips will be included in the Vogue, In Style and Lucky print advertising. The brand is expecting more than 45 million scented impressions — comprising the scented strips, retailer blow-ins and miniature samples. Advertising also will take place around Mother’s Day. Co-op TV advertising is planned in the launch period, as well.
While none of the executives would comment on projected advertising and promotional spending, industry sources estimated the brand would spend about $7 million on So Magic’s advertising and promotion.
— Julie Naughton