BURBERRYS’ SECOND HIS AND HERS LAUNCH
Byline: Katie Pratt
PARIS — Continuing to shirk the unisex trend, Burberrys is set to launch a fragrance brand in separate men’s and women’s forms for the second time in two years.
“Calvin Klein can do it, but I don’t think it would work for Burberrys — we’re more traditional,” said Frederic Garcia Pelayo, director of exports at Inter Parfums, referring to Klein’s unisex offerings.
Inter Parfums, which acquired the Burberrys fragrance license in 1993, is calling its new brand Week end and plans to launch the two scents and an accompanying bath range next week in France. They will be rolled out to most European countries between May and September and will appear in the Mideast and Turkey between May and June, but won’t be introduced in the U.S. until 1998.
The company launched a pair of signature scents — Burberrys of London for Women and Burberrys of London for Men — in early 1995. They were rolled out to most of the major markets in the world that year, though they didn’t make a U.S. debut until late January.
As with the preceding Burberrys pair, the two varieties of Week end are packaged somewhat differently to distinguish between the genders. A print advertising campaign for both will play up Burberrys’ traditional English luxury image. The black and white visual shows a couple riding in an antique convertible, with the only burst of color provided by the woman’s scarf — a Burberrys plaid.
Inter Parfums will distribute the fragrance in perfumeries and department stores, plus Burberrys’ own stores. Distribution in France will total 1,000 doors, while the count will be between 700 and 800 in U.S.
Inter Parfums executives estimated that the Week end line will do about 30 percent of the projected volume of the Burberrys of London brand, or a little over $5 million (30 million francs) in its first year.
The company projects that Burberrys of London will do approximately $18 million ($100 million francs) in ex-factory sales in 1997.
The Week end women’s scent, created by International Flavors & Fragrances, is a “fresh floral” and will be sold in eau de parfum only. Prices will range from $29 (160 francs) for a 30-ml. size to $59 (330 francs) for a 100-ml. version. Also included in the line will be body lotion, shower gel and deodorant.
The men’s eau de toilette, formulated by Creations Aromatique and described as a fresh woody scent, comes in the same three spray sizes as the women’s and will range in price from $25 to $43 (140 to 240 francs). Also sold will be an aftershave, shower gel and deodorant.
During the launch, there will also be promotional Week end kits, featuring miniatures of both versions. It will retail for $13 (70 francs).