DKNY’s apples are getting a fresh new polish. Be Delicious, one of the brand’s major fragrance pillars, will add Candy Apples, a limited edition trio of new scents, in January in the U.S. and internationally in March.
This story first appeared in the December 11, 2009 issue of WWD. Subscribe Today.
The three scents, Sweet Caramel, Ripe Raspberry and Juicy Berry, will be available exclusively in Sephora doors and at dkny.com in the U.S.
“Be Delicious is a hugely successful global business for us,” said Diane Kim, senior vice president of global marketing for Donna Karan Cosmetics. Industry sources estimated the franchise does about $500 million in retail global sales each year. Kim noted every season the brand has introduced additions to freshen the assortment. “We’ve done Pop Art boxes and a flanker called Fresh Blossom, for instance,” she said. “The sweetness of candy apples inspired the latest grouping, which we think will reenergize the Be Delicious lineup.”
Trudi Loren, vice president of corporate fragrance development worldwide for Estée Lauder, helped to create the scents with Firmenich and Givaudan.
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Sweet Caramel, by Firmenich’s Richard Herpin, opens with candy apple, pear and marshmallow notes, which blend into a heart of jasmine, muguet and violet leaves and a drydown of caramel and vanilla.
Ripe Raspberry, by Givaudan’s Calice Becker, opens with raspberry, apple and lime notes, a heart of peonies and lily, and a drydown of cola accord.
Juicy Berry, also by Becker of Givaudan, opens with black currant, blackberry, pear and lychee notes, blends into a heart of rose petals and apple blossom, and finishes with sandalwood and sugary blond woods.
The bottles borrow the original Be Delicious apple shape, with the addition of a little stick (bearing the DKNY logo) protruding from the cap and colors that coordinate with each fragrance — red for Ripe Raspberry, purple for Juicy Berry and green for Sweet Caramel. Each will retail for $55 for 1.7 ounces.
While none of the executives would discuss sales projections, industry sources estimated that Candy Apples would add at least $20 million at retail to the Be Delicious franchise globally.
During the weekends of 12/12 and 12/13 and 12/19 and 12/20, Candy Apple carts stationed outside of the DKNY stores on Madison Avenue and in SoHo will distribute bounce-back cards and caramel apple lollipops to potential customers, and spritzes of the three scents will also be distributed.
A national print ad will break in January fashion, beauty and lifestyle magazines, and a comprehensive digital strategy — including a vigorous social-media component — is planned, noted Kim.