PureDKNY is adding another juice to its sustainable fragrance franchise in August.
This story first appeared in the June 3, 2011 issue of WWD. Subscribe Today.
While the first scent focused on a drop of water in vanilla, the newest addition, PureDKNY Verbena, uses the crisp lemony qualities of verbena-basil as its key.
“We see Pure as our third fragrance pillar, with our others being Be Delicious and Signature,” said Diane Kim, senior vice president of global marketing for Tommy Hilfiger, Donna Karan, DKNY, Michael Kors and Missoni at the Estée Lauder Cos. Inc. “Pure broke new ground for fragrances as it is responsible and sustainable, and we are continuing that trend with PureDKNY Verbena.” Other scents will follow in the franchise, she noted.
The PureDKNY Verbena launch will be global, including Asia, which is a departure from the first scent — which was not carried in Asia, added Kim.
The juice was developed by Trudi Loren, vice president of corporate fragrance development worldwide for the Estée Lauder Cos. in collaboration with International Flavors & Fragrances. “Like the first scent, Verbena is built around one raw material,” said Loren. “This species of verbena has a dewy green note which complements verbena’s lemony smell — and this species is also very conducive to large and sustainable crops, which will support the local community in Togo, where it is being sourced from.”
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Sprays in three sizes — 1 oz. for $45, 1.7 oz. for $65, and 3.4 oz. for $85 — will be offered, as will a body butter, 6.7 oz. for $40, and a body wash, 6.7 oz. for $34. As with the first scent, the glass of the teardrop-shaped PureDKNY Verbena bottle is 100 percent recyclable, and the carton is printed with low-VOC inks on certified forest paper and wrapped with NatureFlex, a biodegradable wrap.
The scent will be carried in about 2,500 department and specialty store doors in North America.
Angela Lindvall continues to serve as spokeswoman for PureDKNY and appears in the advertising, which will begin running in September fashion, beauty and lifestyle magazines, said Carol Russo, senior vice president and general manager of sales and marketing, North America, Aramis and Designer Fragrances.
While executives declined comment on projected sales, industry sources estimated that the scent could do global retail sales of about $100 million, with as much as $40 million of that figure expected to be done in the U.S. Sources estimated that global advertising and promotional spending would top $60 million, with roughly $18 million of that figure expected to be spent in the U.S.