Falic Fashion Group, which signed reggaeton artist Daddy Yankee to a fragrance deal last year, is now introducing the rapper’s inaugural men’s scent.
This story first appeared in the October 21, 2008 issue of WWD. Subscribe Today.
“For us, it was a very clear project,” said Joelle Guedalia vice president of marketing and creative for Falic Fashion Group, “We know who his fans are and we know our target audience.”
Daddy Yankee was born Ramón Ayala in the Villa Kennedy neighborhood of San Juan Puerto Rico. While his fan base is primarily centered on the island, noted Guedalia, she added the scent would also target Hispanic consumers in Chicago, Los Angeles, Miami, New York and Central and South America.
The 31-year-old, married father of three has released at least five albums, including “Barrio Fino” in 2004 (El Cartel Records) and has appeared as a face for Sean John’s spring 2005 fashion collection. He signed with Reebok later that year for an ad campaign and Reebok introduced a co-branded line of footwear, accessories and apparel, called Daddy Yankee, in spring 2006.
While “more women than men” make up Daddy Yankee’s fan base — and marketing efforts are in part meant to reach Latina moms, wives and girlfriends — noted Guedalia, the scent is designed primarily for Latino guys 18-to-30 years old.
Daddy Yankee ended up finalizing the fragrance he liked from six working formulations, Guedalia noted. The scent, described as a fruity marine fougère, was composed by Givaudan and features an opening accord of ozonic mist, apple and ginger, a heart of basil, sage and cedar, and base notes of Brazilian red wood, suede and amber.
It will be available in 1.7 and 3.4-oz. eaux de toilette for $39 and $49, respectively. A deodorant, 2.75 oz. for $14, will accompany the scents. Dark, blue-charcoal packaging, which was designed by QSLD, is intended to have an urban and trendy feel and the bottle comes with a “DY” dog tag.
The launch and rollout strategy calls for an initial introduction at about 200 Macy’s stores in the U.S., where it will be carried exclusively until early 2009, and distribution in Puerto Rico, Central and South America and duty free stores.
Industry sources estimate the scent could exceed first-year retail sales of $10 million.
A TV spot for the scent is slated to run in Times Square through December and in-store visuals and tester units are also part of the effort. A print ad campaign featuring single pages and scented strips is to run in Maxim and Blender during the launch period.