There’s a younger cowboy sauntering into Stetson’s world.

Stetson All American, aimed at men from 25 to 35, is intended to add younger customers to the venerable brand’s stable. It will hit mass-market counters in March.

This story first appeared in the February 13, 2009 issue of WWD. Subscribe Today.

“Stetson is the number-one mass brand in the U.S., but its consumer is 35-plus,” said Steve Mormoris, senior vice president of global marketing for Coty Beauty. “We decided to use this moment to come up with a fragrance that extends the brand’s reach, and maintain its leadership. We see the All American man as an adventurous, rugged, masculine man who is a risk taker. This project broadens the brand’s boundaries.”

The new scent, concocted by Firmenich’s Harry Fremont, is an aromatic woody. Its top notes are of cedar leaf, guava and gingerroot; the heart includes black suede, sage, nutmeg and fern water and the drydown is of amber wood, vetiver, patchouli and musk. “We think this olfactive direction makes sense for younger consumers,” said Mormoris. Packaging also takes a more youthful turn, he added. “We’ve used new color coding and a new shape — All American has a rounded cobalt bottle with a silver cap bearing the Stetson name. The carton is cobalt and silver with red accents.” Not to completely depart from the original Stetson, the outer box features Stetson’s classic crest, he added.

The range comprises cologne sprays in 0.5 oz., 1 oz. and 1.7 oz. sizes, retailing for $14.50, $19 and $26, respectively. They will be available in Coty Beauty’s full mass distribution — about 25,000 food, drug and mass market stores.

Tom Brady is the face of the brand. Print ads, shot by Peggy Sirota and featuring the footballer engaging in various thrill-seeking pursuits, will begin running in March magazines. Given the scent’s younger positioning, Stetson All American will have an extensive Internet campaign, Mormoris said.

While Mormoris refused to discuss sales projections, industry sources estimated Stetson All American could do upward of $20 million at retail in the U.S. in its first year on counter.

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