NEW YORK — Nautica International will try to build on the outdoorsy image of its signature men’s scent this May when it launches a sun line.
“A sun line is completely in tune with the outdoor activity the Nautica name has been built on,” said de Guise Vaillancourt, marketing manager for the Nautica brand.
Nautica Sun will include a 5-oz. Sunblock Gel with SPF 15 and a 5-oz. Self-Tanner with SPF 6, each priced at $15, as well as a 5-oz. Daily Protective Moisturizer for $16.50.
The line will be sold at the men’s fragrance bar in 1,200 department stores as well as at Nautica’s 300 specialty boutiques, Vaillancourt said.
While company executives would not discuss volume projections or advertising budgets, sources estimated the new products will represent 7 to 10 percent of Nautica sales for 1994.
Nautica is reportedly expecting a wholesale volume of more than $13 million this year, a 30 percent increase over 1993 levels. That figure would put the sun line at $910,000 to $1.3 million in 1994 sales.
Nautica’s ad budget will be increased from around $2 million to $3 million, sources said.
A new print campaign for the Nautica brand will run in May and June in men’s and women’s fashion magazines, according to John Roeder, senior director of marketing for Halston Borghese. Nautica International is a division of Borghese, which owns the Nautica fragrance and toiletries license.
Close to a million 0.5-oz. samples of the sun products will be distributed in stores.
The sun line is just the beginning of Borghese’s plan to build the Nautica toiletries brand, originally launched by Revlon in April 1992. Borghese purchased the license the following December.
Besides beefing up the advertising, Borghese plans to introduce three new in-store promotions annually.
“Since we got the brand so late in 1992, we did very little during the first half of 1993 and there was no emphasis on Christmas,” said David Horner, president. “The brand is really underdeveloped. We are planning to change that this year.”