PARIS — Two years after introducing its blockbuster 1 Million men’s scent in most parts of the world, Paco Rabanne Parfums is now launching a sister fragrance, called Lady Million, globally.
This story first appeared in the July 23, 2010 issue of WWD. Subscribe Today.
The masterbrand will be sold in the U.S. exclusively at Sephora, marking Paco Rabanne Parfums’ return to that market. The Puig-owned label has not introduced a fragrance in the U.S. in 10 years.
Since its 2008 launch, 1 Million has become market leader in countries where it has a presence, and its business by the end of June was growing 54 percent year-over-year, according to José Manuel Albesa, chief brand officer of Puig. At such a pace, he said 1 Million could close the year with wholesale revenues of about 130 million euros, or $167.6 million at current exchange, outside the U.S.
The concept for Lady Million came naturally, said Albesa. “We just tried to find what would be the counterpart of the 1 Million man,” he explained, adding notions of Bonnie and Clyde or Mr. and Mrs. Smith sprang to mind.
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Whereas the 1 Million bottle is shaped like a gold ingot, Lady Million’s takes a diamond form. Noé Duchaufour-Lawrance created both. For the flacon’s design, executives were inspired by Rabanne’s gold-colored, geometric dresses.
“We wanted to have something very architectural,” said Albesa.
Dree Hemingway was signed on to star in Lady Million’s advertising. (Hemingway will also star in ads for Ferragamo’s Attimo fragrance this fall.) Ten-, 20- and 30-second film spots, destined for television and Internet, were produced by Mademoiselle Noï. In it, Hemingway conjures up magical wishes — like shoes, men and jewelry — with the snap of a finger. In the masterbrand’s film, featuring both Hemingway and Matt Gordon, each tries to out-wish the other in spots that come in 20- and 30-second formats.
In certain countries, Lady Million will be teased with ads primarily featuring 1 Million. Meanwhile, the print campaign for Lady Million, shot by Nathaniel Goldberg, will mostly run as single pages.
Lady Million is the first floral fragrance for Paco Rabanne. International Flavors & Fragrance’s Anne Flipo, Béatrice Piquet and Dominique Ropion concocted its fresh floral woody scent. Top notes include bitter orange, raspberry and neroli. In Lady Million’s middle are orange blossom, Arabian jasmine and gardenia, while in the base there are patchouli, amber and honey notes. Following a mid-July introduction in France, Lady Million in September is to be launched elsewhere in Europe, the U.S., Middle East, Latin America and Asia.
Puig executives would not divulge sales projections, but industry sources estimate Lady Million will generate 65 million euros, or $83.8 million, in first-year wholesale revenues worldwide.
The eau de parfum spray comes in 30-, 50- and 80-ml. sizes, which are to retail in France for 43 euros, 61 euros and 79 euros, respectively, or $55.40, $78.60 and $101.80. Ancillaries will include a 150-ml.-size shower gel, body lotion and deodorant, each priced at 22 euros, or $28.35.
In the U.S., the 1 Million and Lady Million masterbrand will be sold in Sephora — including its J.C. Penney locations and through its Web site — starting in the second half of September.
“It was important to come in the U.S. with the right business model to [reintroduce] this brand,” said Didier Maine de Biran, general manager of Puig USA. Paco Rabanne currently retails just its Pour Homme scent there.
The masterbrand campaign will be used in the U.S. “We’re also going to use a very strong digital plan to communicate with our customers,” said de Biran, without divulging details.
Nor would he discuss sales estimates. But industry sources project the masterbrand will make $25 million in wholesale revenues during its first year in the U.S.