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Mugler Goes Millennial With Aura Launch

Industry sources expect Aura to do $20 million in sales in the U.S. market.

Mugler is following its instincts — toward the Millennial customer.

The fragrance business, which released Angel in 1992 and Alien in 2005, is set to debut a third pillar — Aura – in December. The scent is housed in an emerald-colored, heart-shaped faceted bottle with a chrome M, for Mugler, below the atomizer. The juice is a blend of tiger liana, rhubarb leaf, orange blossom, bourbon vanilla and wolfwood.

“The 2018 launch of Aura Mugler in the U.S. will allow us to keep growing the franchise by introducing the Millennial and Gen Z consumer to the world of Mugler,” said Danyelle Boilard-Paul, executive vice president and general manager for Clarins.

Aura is targeted toward 18- to 35-year-old women. As a means to reach that demographic, Mugler is pushing out a largely digital advertising strategy that includes an Instagram-based sampling program that allows interested shoppers to sample Aura for free. The brand is also planning a social activation for January, before Aura hits U.S. department store shelves in early February, and will do a limited amount of scent strip magazine advertising in March titles.

“It’s about how do we want to get the message out and how do we want to engage this younger audience,” said Amy Braden, vice president of marketing for the Clarins Fragrance Group. “It’s all about digital, Instagram, Facebook, YouTube — we are going to be spending a large majority of our media budget focusing on digital.

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“E-sampling is a major part of this initiative,” Braden noted. “It allows us to get access to their information so we can retarget them.”

The campaign for Aura features a nude model “following her instincts” in what looks like a jungle, but is meant to represent a space between the animal and plant worlds. The concept is one that Clarins executives expert to resonate well with their target demographic.

“The fragrance is for yourself,” said Laetitia Becque, marketing director of Mugler Fragrances. “The message is listen to your instincts, follow wherever you want to go and the world is yours. Nothing else counts, it’s just you — concentrate on yourself and follow what you want to do and you’ll succeed.”

The fragrance will retail for $75 for 1 ounce, $95 for 1.7 ounces or $125 for 3 ounces. The brand is also releasing an Aura Mugler Shower Milk, $45, and Aura Mugler Body Lotion, $50. Refills — which make up 30 percent of Mugler’s overall business — will cost $115 for 3.4 ounces.

“We’ve decided that because of the activity and excitement we’ve seen internationally, we will be launching all the stores at the same time in 2018,” said Amy Braden, vice president of marketing for the Clarins Fragrance Group. “This is a new way of doing it for us.”

Industry sources estimated Mugler’s global business will do between $500 million and $600 million in sales for 2017, and that in the U.S., the Aura launch will generate at least $20 million in its first year.