A THIRD ACT SET FOR BARYSHNIKOV
NEW YORK — Richard Barrie Fragrances thinks its Baryshnikov fragrance license has legs, and the company plans to use them.
Late this month, the Orange, Conn.-based firm will launch Baryshnikov Pour Femme, the third fragrance under the Baryshnikov umbrella, into roughly 500 doors of J.C. Penney Co.
The new fragrance will join Misha, a women’s scent launched in 1989, and the company’s first product launch, and Baryshnikov Pour Homme, a men’s item that bowed in 1991.
Barrie Fragrances is hoping that the new introduction will mirror the success of the men’s brand rather than follow in the footsteps of the less successful Misha.
“I don’t think people made the connection that the name Misha had anything to do with Baryshnikov,” said Richard Barrie, president and chief executive officer of the company. “But we have had great success with the men’s fragrance. I think that is because we were more straightforward in our approach.”
Barrie noted that, today, Misha is distributed in about 500 perfumery doors in the U.S. and in Latin America and tallies annual retail sales of about $2 million. He added that the company would continue to manufacture Misha as long as the sales were solid enough to underwrite the costs.
The men’s fragrance, which is now sold in broad distribution of about 1,000 doors after an initial exclusive run at Saks Fifth Avenue, is a $10 million brand.
Barrie projected that Baryshnikov Pour Femme, which will be introduced with four stockkeeping units, will generate a retail volume of $8 million to $10 million from March through the end of this year.
“We think the women’s brand will give the men’s fragrance a lot of added exposure,” Barrie added, noting that he expects Baryshnikov Pour Homme to have sales increases of 20 to 30 percent this year, giving it a retail volume of $12 million to $13 million.
The new women’s line includes a 0.25-oz. eau de parfum spray for $20, a 5.5-oz. body lotion for $25, a 1.7-oz. eau de toilette spray for $35 and a 5.5-oz. eau de toilette spray for $55.
The fragrance, which was created by Firmenich, is a combination of white florals and exotic fruits on a warm, woodsy background.
While the company has not finalized its national advertising budget, Barrie said a print campaign for Baryshnikov Pour Femme is scheduled to run this fall. In the meantime, the brand will be supported with in-store promotions and direct-mail efforts.
During the first two weeks of the launch, the company will distribute one million scented cards in stores and decorate both the men’s and women’s fragrance bars with photographs of the dancer, along with other collateral materials.
In addition, Barrie will place five million scented inserts in Penney’s March mailing, citing a promotion of a 5.5-oz. body lotion as a gift with any purchase of $35 or over.
“We are very excited about the launch of Baryshnikov Pour Femme,” said Ann Gravseth, cosmetics merchandise manager at Penney’s. “Pour Homme was one of our top-selling fragrances last year, and we are happy with its success. We expect Pour Femme to be a success also.”