Mugler is continuing its Millennial rollout with a new line of gender-neutral fragrances.
The fragrance business, which released Angel in 1992 and Alien in 2005, launched Aura Mugler, a pillar geared toward the Millennial and Gen Z set, last year. On Sept. 1, it will unveil Mugler Cologne, a collection of five genderless scents targeting Millennial men and women, ages 18 to 35.
“Any time you analyze the Millennial consumer, there’s three buzzwords that always come up: freshness, authenticity and personalization,” said Danyelle Boilard-Paul, executive vice president and general manager for Clarins. “That’s what this collection offers.”
“It used to be if there was a fragrance that was genderless at a women’s counter, men wouldn’t touch it, they did not trust it,” said Joseph McElroy, senior director of education at Clarins Fragrance Group. “If you did something genderless, you had to put it at the men’s counter because women don’t care, but if you say to a man it’s unisex, they think of that time they got their eyebrows done somewhere.”
Mugler Cologne includes five scents that can be worn individually or layered on top of one another to make up what Boilard-Paul called “a wardrobe of fragrances.” The core scent, Come Together, is the original Mugler Cologne fragrance, off of which the collection is based. The remaining scents are named Take Me Out, Fly Away, Love You All and Run Free. Each retails for $70 and is paired with a color to form a rainbow.
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The line will launch exclusively in 50 Nordstrom doors worldwide and online at nordstrom.com and mugler.com, with a worldwide launch to follow in February. Sandrine Groslier, president of Clarins Fragrance Group, estimated that the collection will deliver $20 million in retail sales in 2019 through selective distribution worldwide.
“It’s the first time that we’re giving a retailer the worldwide exclusive,” said Boilard-Paul. “Nordstrom has invested heavily in consumer experience, so we feel they are the best partner for this collection. They have several programs to reach out and attract Millennial consumers.”
For the advertising campaign, Mugler tapped pop artist Ugo Bienvenu to illustrate a video that will be distributed on social media along with GIFs, also created by Bienvenu. The brand is foregoing print advertising in favor of digital and social media only.
“On Instagram and Snapchat, I’m always seeing people putting up ‘current mood,'” said McElroy. “This collection is basically current mood.”
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