PARIS — Adidas is racing after 16- to 22-year-olds with a new fragrance masterbrand in August.
The scents for men and for women, called 3, will be introduced by the sportswear brand’s beauty license-holder Coty Beauty.
The fragrances are named after Adidas’ signature trio of stripes. And the numeral also carries symbolic significance in the sporting world. The countdown to begin a race starts with the number three, for instance.
With its emphasis on sport and a high tech look, the fragrances are meant to lure younger consumers.
“[Our portfolio] lacked something dedicated and developed for them,” said Jean-Philippe Cavroy, marketing director at Coty France, referring to Adidas’ existing five scents for men and two for women.
Designed by Ora-ito, the 3 flacons are shaped like mobile phones or remote controls. They’re comprised of a glass bottle covered entirely, except for one side, by a plastic case. The exposed glass must be pressed to activate the spray.
The bottle for the men’s scent is black with blue facets, while the women’s is white with pink and red details.
The formula for 3 for Men, created by Alain Astori of International Flavors and Fragrances, is an aromatic woody fresh scent. Its juice includes top notes of ozonic, yuzu and aromatic herbs; heart notes include teak, laurel and sandalwood, while bio-musks are at the base.
The mate scent, 3 for Women, concocted by Givaudan’s Ursula Wandel, features top notes of magnolia, melon and passion fruit; heart notes of iris, jasmine, peach and rose, while amber, musk, benjoin and sandalwood are at the base.
Industry sources estimate the 3 business could reach $4.9 million in retail sales in France its first year.
Coty’s strategy is to position the eau de toilette sprays, priced at $19 per 50-ml. bottle, as upper mass market or semi-selective in mass distribution.
Dollar figures have been converted from the euro at current exchange rates.
The new scents won’t be merchandised with Adidas’ other fragrances.
“It’s a brand apart,” explained Florence Rollet, general manager of Coty France. “It’s completely distinct from [our existing] fragrance line.”
The masterbrand will be introduced in most European countries in August. A U.S. launch date has not yet been set, though Coty executives say 3 could hit shelves there in 2004.
To attract its young target at launch, Coty plans to take an untraditional approach to advertising 3. A “buzz” campaign will begin in August that includes tie-ins with France’s Fun Radio station on 26 beaches throughout the country. There, contestants will compete for best deejay. Sampling might also be done at nightclubs and movie theaters, said Cavroy. And, from October through yearend, a classic print, TV and movie theater campaign will be run.