MARTINI’S SCENT MAP

Byline: Amy B. Barone

MILAN — Designer Alviero Martini, best known for his Prima Classe collection of luggage and leather accessories stamped with a globe motif, is introducing a pair of signature fragrances in line with his travel theme.
Alviero Martini Donna and Alviero Martini Uomo will be launched in Italy and the U.S. in October and November, respectively, before rolling out to the rest of Europe, the Middle East and the Far East in 1998.
The scents are produced and distributed in Europe by licensee Atkinsons, based here, a division of Unilever.
The eau de toilette duo is set to arrive in 1,800 Italian perfumeries and Rinascente and Coin department stores this month, as well as in the 15 Prima Classe freestanding boutiques in such cities as New York, Hong Kong and Dubai.
The scents will be launched in the U.S. the first week of November.
Atkinsons executives declined to discuss sales projections, but industry sources estimate the scents could generate at least $5 million at retail in the U.S. in the first 14 months in a distribution of about 250 doors.
According to the designer, based here, whose product domain includes two women’s ready-to-wear lines, shoes, home furnishings, a china collection and a new watch line, “I wanted the new perfumes to evoke the idea of a trip or memories of one, to reflect the concept and style of living without borders.”
IFF perfumers blended an aromatic green fougere for the men’s version. The women’s scent was developed by Mane and is classified as a floral fruity oriental.
In Italy, the five-stockkeeping-unit women’s line is priced between $26 (44,000 lire) for a 30-ml. eau de toilette spray and $57 (98,000 lire) for a 100-ml. version.
Prices for the men’s line range between $26 (44,000 lire) for a 50-ml. aftershave and $50 (86,000) for a 100-ml. size.
International Theatre of Fragrance (ITF) of Livonia, Mich., is distributing the fragrances in the U.S., where it also distributes Atkinsons’ I Coloniali.
The U.S. launch will be kicked off at Bloomingdale’s and Nordstrom during the first week of November.
According to ITF president Joseph Lamia, “We are targeting distribution in about 100 speciality store doors for 1997 and project maximum penetration of 400 doors in 1998, including a spring 1998 launch at Saks. Martini will make personal appearances in 28 stores throughout the country.”
ITF will rely on co-op advertising in speciality store catalogs, direct-mail scented cards and in-store collateral to back the scents this year.
Next year, the line reportedly will be backed with about $750,000 of print advertising and promotions.

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