NEW YORK — Annick Goutal is carving a separate identity for each of its 16 scents.
Based on the success of a promotion last year for Gardenia Passion, the company has adopted a new marketing strategy that will focus on a different brand every year. Previously, the company had promoted the Goutal fragrance collection as a whole.
“When we first came to this country four years ago, we marketed the whole line together,” said Laurice Rahme, president of the company. “But we have realized that each of our fragrances has such a different positioning that it is really necessary to build our company a brand at a time.”
This year, the spotlight will be on Eau de Charlotte. Rahme said she chose Charlotte in the hopes of attracting a somewhat younger consumer to Goutal counters, as it has a light, fresh scent, comparatively lower price points and playful positioning. Rahme said she expects Charlotte to attract women aged 16 to 25.
Gardenia Passion tended to attract women over 35 because of its romantic image and heavier, sweeter scent, Rahme said. Charlotte will be promoted with $2 million in print advertising in magazines and scented bindings in store catalogs, as well as with special promotional items, a gift-with-purchase promotion and in-store events.
Rahme expects these strategies to quadruple Charlotte’s wholesale volume to $4 million this year. She based the projections on the results of Gardenia Passion last year, when the brand more than doubled its sales to $8 million.
Rahme said the company will continue to back Gardenia Passion with $2 million in print advertising.
The second wave of the Charlotte print campaign broke this week in magazines including Gourmet, Allure and Harper’s Bazaar. It will run through June. The initial campaign bowed in January in Victoria magazine.
On Monday, the company will kick off a special event in Saks Fifth Avenue’s 45 doors, which will be decorated with Charlotte’s key ingredient, mimosa, and other collateral materials.
The event will be advertised in the Sunday New York Times and will run in Saks stores for a week before rolling out to Charlotte’s 40 other doors at Neiman Marcus and I. Magnin, Rahme said.
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During the promotion, the company will offer a $16 Charlotte Perfume-in-a-Soap as a gift with purchase.
Goutal has also created additional promotional items, such as a gift set that comes with a 0.5-oz. eau de toilette spray, travel-sized body lotion and a travel size of Eau d’Hadrien eau de toilette for $20.
Hadrien, a citrus scent with a unisex positioning, will be in the company spotlight next year.
“That set is really our bid for a younger woman,” Rahme said. “That $20 price point is one of lowest we have ever offered.”