Parfums Azzaro, a division of Groupe Clarins, is putting a sporty spin on its Chrome fragrance brand with the February launch of a men’s scent called Chrome Sport.
This story first appeared in the January 22, 2010 issue of WWD. Subscribe Today.
The fragrance, a fresh, aquatic, woody eau de toilette, is due to reach 672 Macy’s stores during the second week of February. It will remain exclusive to the retailer through June and is slated to roll into full distribution of about 2,400 stores July 1. Aside from Macy’s, Dillard’s, Belk and Bon-Ton are among the department stores that are slated to carry the scent.
“We wanted to speak to a younger customer,” said Amber Smithson, director of marketing for Clarins Fragrance Group, a unit of Clarins USA. She noted that while the original Chrome scent, which was launched in 1997, is “intergenerational,” Chrome Sport targets guys 20 to 45 years old.
“The whole introduction of Chrome Sport is to bring some excitement back to the brand,” said Smithson, adding that Chrome Sport is “about energy and action,” while the original Chrome scent is about “reflection and calm.”
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Chrome Sport is the third fragrance in the Chrome portfolio, which also includes Chrome Legend, a fall 2007 introduction.
Robertet perfumer Michel Almairac composed the Chrome Sport scent. It includes top notes of citron, mandarin, grapefruit, bergamot and bitter orange. The heart of the scent features notes of freshly cut grass, aquatic notes, ginger and pure oxygen and the scent dries down into notes of cedar wood, amber and white musk.
The fragrance, whose frosted white glass bottle was designed in-house, will be available in two sizes, a 1.7-oz. version for $50 and a 3.4-oz. version for $67. The collection will also include a 6.7-oz. shower gel for $24 and a 2.7-oz. deodorant stick for $18.
Industry sources estimate that Chrome Sport could generate first-year retail sales of $5 million in the U.S.
Chrome Sport will be promoted via a sampling campaign in stores and sources estimated that about $3 million will be spent this year to support the entire Azzaro fragrance brand. (The brand also includes Azzaro Pour Homme, which was introduced in 1978 and is carried in 105 Macy’s doors.)