NEW YORK — Marc Jacobs has come out with a new handbag, but this one is filled with fragrance.
Today will see the debut of Divine Decadence, a follow-up to the original handbag-shaped fragrance Decadence that bowed a year ago. The range has become the designer’s effort at fusing fashion and fragrance, with both scents and their corresponding bottles inspired by his handbag collection.
The lighter and brighter motif of the Decadence flanker is reflected throughout the packaging, according to Lori Singer, group vice president of global marketing at Coty, the fragrance licensee for Marc Jacobs. She held up the two bottles side by side at Coty’s headquarters here last week. Divine Decadence’s seafoam-colored glass bottle and kelly green, python-embossed top replace the emerald glass and forest green top of the original scent.
“We looked at where the opportunity was for us to build a second sustainable pillar within our house,” Singer told WWD last week at a preview of the new scent. “Daisy is youthful, spirited and carefree, but how can we go after a different consumer?”
You May Also Like
Singer declined to give numbers for Decadence’s first full year of sales but said business was trending 20 percent above projections, which at the time of launch last summer was $100 million globally at retail — with $25 million coming from the U.S.
Perhaps this is what gave Coty the confidence to develop and bring to market a follow-up scent exactly a year later. Industry sources estimate that Divine Decadence could do $60 million in retail sales its first year. The entire Marc Jacobs fragrance portfolio is said to be a $500 million retail business, driven by the Daisy franchise, which has three scents: Daisy, Daisy Dream and Daisy Eau So Fresh.
Similar to its predecessor, Divine Decadence will be driven by a U.S. rollout in about 2,000 doors. The scent will hit counters Aug. 1 in the U.S., U.K. and Spain, travel retail and will roll out to Canada, Australia and Germany in September and October, and China in February. Prices range from $72 for one ounce to $122 for 3.4 ounces.
Both the original Decadence and Divine were created by Annie Buzantian at Firmenich in partnership with Jacobs and Ann Gottlieb. Buzantian, who called Decadence a “luxurious, sensual woody” with top notes of Italian plum, iris and saffron, a heart of Bulgarian rose and a base of papyrus woods and liquid amber, called Divine a more playful and “for a party girl.”
“You have to keep DNA of the brand but bring new elements. The girl is a little naughtier. I imagined a girl always walking around with a Champagne glass in her hand,” Buzantian said.
Divine Decadence has top notes of Champagne, orange blossom and bergamot; a heart of gardenia and a base of saffron, vanilla and liquid amber.
“This is about indulgence. Every woman wants to indulge and this is her opportunity to do so,” Singer said, adding that nine-year-old Daisy and Decadence tackle “two rich territories” and bring forth “two distinct consumers.”
Singer said the impetus for developing Decadence — and now Divine Decadence — was to appeal to a slightly older, more sophisticated customer than Daisy’s core demographic. Daisy’s sweet spot is with Generation Z and young Millennial women — it over indexes with 16- to 24-year-olds — and Divine is targeted to the 25 to 34 and above age range.
Decadence is priced at about 20 percent higher than Daisy, Singer said, noting that there was no price resistance when the fragrance was released last year. A 1.7 oz. bottle of Daisy retails for $78 and the same size of Divine will cost $98.
Steven Meisel and Adriana Lima, who shot and starred in the first ad campaign, respectively, are back for round two. An aggressive marketing plan will kick off next month with September books and TV, with an additional TV push during the holiday season. Digital as well as sampling, including deluxe miniature bottles, small rollerballs and scent seal postcards, are a key part of the marketing mix, Singer said. An event in Los Angeles will be held July 21 to toast the launch.
“We want to continue the momentum. The opportunity we had was to recruit new consumers as well as give existing costumers something new,” Singer said of the quick follow-up to Decadence. “Do we see this becoming the next Daisy? Absolutely. Our goal is to have two powerhouse pillar fragrances within the Marc Jacobs brand.”