The city that birthed Donna Karan’s global empire has inspired the designer’s latest fragrance project: Love From New York, a DKNY masterbrand, which will be sold only in travel-retail doors. It hits counters in July.
This story first appeared in the May 8, 2009 issue of WWD. Subscribe Today.
The masterbrand is the first travel-retail exclusive for the DKNY fragrance franchise.
“Travel retail is an exciting channel in which to launch a brand because airports and airlines are becoming ever more sophisticated, and in turn, consumers are viewing them as exciting shopping destinations,” said Justin Oxford, vice president of international travel retail for Aramis and Designer Fragrances. “Travel retail offers a brand a huge recruitment and brand-building opportunity. As well, DKNY fragrances have traditionally performed well in travel-retail doors.”
The concept for this latest project was to embody the excitement and energy of New York, said Boxford. “That is a formula that has made all of the DKNY fragrances so successful in travel retail — that spirited, urbane, yet young spirit, and the promise that in New York, anything can happen.”
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The fragrances’ sweet spot is expected to be international male and female travelers between the ages of 20 and 38, said Boxford.
The women’s juice, an eau de parfum, has top notes of water lily, freesia, mandarin and black currant; a heart of magnolia, white lily and violet leaves, and a drydown of sensual skin accord, blond woods and apricot. The men’s scent, an eau de toilette, has top notes of pomelo, clementine, bergamot, cardamom and violet leaves; a heart of cilantro, geranium, water lily and white iris, and a drydown of black suede, patchouli, driftwood and sandalwood. Both were developed by the Estée Lauder Cos. Inc.’s Trudi Loren and Evelyn Lauder in cooperation with Firmenich.
The women’s juice is tinted pink; the men’s is blue. Both fragrances are packaged in rectangular bottles with silver caps stamped with the Statue of Liberty. The scent names are inked in lower-case script over a silver DKNY logo. A postcard montage forms the outer packaging.
About 1,600 travel retail doors in 130 countries will sell the scents. They will each retail in the U.S. for $45 for 48 ml.
Advertising, shot by Nathaniel Goldberg at iconic New York spots including the Empire State Building, features a real-life couple, Sophie Meister and David Al Atrakchi. It will run in selected in-flight magazines beginning in July. Campaign outtakes featuring classic New York scenes will be used in a novel way: as postcards given to travel-retail customers, which they can send to a friend or keep. Visuals will also be utilized at all point of sale locations and downtown travel retail stores around the world, said Oxford.
While executives declined to discuss sales figures, industry sources estimated the masterbrand could do $20 million at retail in travel retail doors in its first year on counter.