Vera Wang’s Princess franchise is getting glam with a new flanker and an updated ad campaign starring Zoë Kravitz.
This story first appeared in the October 30, 2009 issue of WWD. Subscribe Today.
Vera Wang Glam Princess will come in December, and the new ad campaign for the overall Princess franchise will launch in November fashion, beauty and lifestyle magazines. Scented advertising created for Glam Princess will launch in December books.
“The Vera Wang Princess franchise has resonated with young women around the world and now represents over 50 percent of the total Vera Wang fragrance business,” said Laura Lee Miller, president of licensing for Vera Wang. “Princess is a modern fragrance concept and is always evolving.”
Flankers were built into the Princess franchise plan from the start, noted Lori Singer, group vice president of global marketing for Coty Prestige Designer Fragrances. The theory? That fickle younger consumers are constantly buying what is new and different — so new expressions once or twice a season offer the best chance to keep that customer loyal.
Glam Princess, concocted by Ilias Ermenidis and Harry Fremont of Firmenich, has top notes of crushed red berries, juicy guava and sparkling pear; a heart of orange blossom and vanilla orchid, and a drydown of warm ambrette, sugary marshmallow and soft cashmere wood. The original Princess bottle — with a gold shimmer finish, bright pink stars and a multitoned jeweled and gold-toned cap — is used.
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Two eaux de toilette will be offered — 1.7 oz. for $45 and 3.4 oz. for $72. A 5-oz. body lotion, $32, completes the offerings.
“Glam Princess has a new package, new juice, new ad and a new attitude for our Princess consumers,” said Miller.
Glam Princess will be carried in about 2,800 department and specialty store doors. While executives declined to discuss sales projections, industry sources estimated it could do upward of $12 million at retail in its first year on counter. Scented impressions for Glam are estimated to be in excess of 11 million, noted Singer.
The overall ad campaign, rolling out now in November magazines, is intended to be an evolution of the 2006 campaign, which featured Camilla Belle.
“Zoë Kravitz is a young woman with many facets — an actress, a musician, a celebrity and definitely a fashionista with amazing style,” said Miller, adding the ad theme remains similar — a modern-day princess, living her life and revealing herself through her fragrance. “She will be the face of VW Princess and all of our flankers over the next two years.”
The campaign, expected to yield more than 25 million scented impressions, was shot by Bruce Weber, and creative direction was handled by Trey Laird of Laird + Partners. The primary ad is for the entire Princess franchise, although a separate Glam Princess ad — featuring Kravitz — has been shot.
None of the executives would comment on the cost of the campaign, although industry sources estimated the brand would spend about $10 million on advertising and promotion for the entire franchise in the next 12 months, with about $6.5 million expected to be spent on the main campaign ad and about $3.5 million on the Glam ad.
Rock Princess, launched in April 2009, represents 30 percent of the Princess retail business and helped stabilize the brand at retail during a difficult year, noted Miller.