PAVION TAKES PLUNGE INTO SCENT
Byline: Cara Kagan
NEW YORK — Pavion Ltd. is set to extend its Wet ‘N’ Wild budget-priced cosmetics franchise into a women’s scent.
“Having a fragrance will help us to capitalize on the consumer recognition we have established with our cosmetics,” said Lawrence Pesin, executive vice president of Pavion. “We think that there are tremendous possibilities of creating synergy between the two lines.”
Pesin noted that the new fragrance, which will bow in August and be called Wet ‘N’ Wild, will enable Pavion to advertise the Wet ‘N’ Wild name for the first time in the brand’s 15-year history.
“Because no item in the line is higher than $3.99, our margins have not been high enough to nationally advertise,” Pesin said, noting that the higher price points of a fragrance “will enable us to support Wet ‘N’ Wild for the first time. Obviously, the color line will also benefit from the exposure the fragrance will receive.”
Pavion will spend $1.5 million on a print campaign for the new scent that will run from August through December. In addition, spots will run on cable television in August and December and will be supported with a budget of $500,000 to $700,000, Pesin said. He added that that additional funds will be allotted for cooperative advertising efforts.
Throughout the second half of the year, the company plans to preview Wet ‘N’ Wild through the placing of scented seals on carded color cosmetics merchandise.
Stanley Acker, Pavion’s president and chief executive officer, projected that the new fragrance, which will be distributed in 12,000 to 15,000 of Pavion’s 30,000 color cosmetics doors, will generate a wholesale volume of $7 million to $8 million from August to December.
For the launch, Pavion will ship a 0.33-oz. perfume pour for $4.95, along with a 1-oz. eau de toilette spray for $9.95. The company will also offer two value sets: the perfume coupled with a Wet ‘N’ Wild lipstick as an added value for $5.95, and the eau de toilette spray with a free 0.33-ounce pour perfume for $9.95.
In September, Pavion will introduce a higher-priced item to the lineup: a 1.7-oz. eau de toilette spray for $12.95.
Two Christmas gift sets will hit stores for the holiday selling season. One will have the 1.7-oz. eau de toilette spray combined with the perfume for $12.95, while the other will pair the eau de toilette with a 2.5-oz. body spray for $11.95.
“Since our consumers are always hunting for added value, we think the value sets will be the top-selling stockkeeping items,” Pesin said.
The company describes the new scent, which was created by Aromatique Creations, as an opulent floral.
“We think it will appeal to a broad audience, though its core concentration should be in the 18-to-34 age range,” Acker said. “There are women who have grown up using the brand for 15 years and who are by now past 30. But there is a segment of the teen market that has always gravitated to us because of our trendy colors and budget prices.”