CLAIBORNE PLANS EXOTIC JOURNEY
Byline: Julie Naughton
NEW YORK — With its newest fragrance duo, Liz Claiborne Cosmetics is aiming to send consumers on a sensory journey this summer.
Called Bora Bora, the pair of scents is intended to appeal to consumers who dream about faraway travels — “which, really, is all of us,” said Neil Katz, president of Liz Claiborne Cosmetics. “Bora Bora is a land of incredible beauty, and it is a romantic paradise that many dream of visiting.
We’re planning on taking consumers on a trip there, through scent.”
Katz also points out that the new line’s identity is “unlike anything else we’ve ever done before; it’s completely original. We consider that critical in every launch, as it’s what keeps our business vibrant. And what we were noticing in the market is that there’s a desire to escape right now to an exotic place. We’re tapping into that psychographic with this lineup.” Katz noted that despite challenges in the general fragrance market, Liz Claiborne’s fragrance business was up 11 percent last year and its February-March numbers are up 22 percent over the same period last year.
Bora Bora will be on counter Aug. 15 in more than 2,200 department store doors. While Claiborne executives declined to discuss projected sales figures, industry sources estimated that the duo could do $60 million or more at retail in their first year on-counter. The women’s juice, by Quest International, is a heady floral with notes of dewy coral flower, tiare flower, frangipani bloom, Queen of the Night jasmine and mango musk. The men’s juice, by International Flavors & Fragrances, is a green, fresh, woody scent with notes of green kiwi, quince, red ginger, ficus leaves, wild fig and lichen moss. “The men’s juice is very masculine, while the women’s is very feminine,” noted Sue Hochman, vice president of sales.
The target audience, noted Katz, is men and women ages 18 to 34.
The outside packaging and carton were both designed by Brandonology, headed up by Dale Kan. The women’s bottle has a pink opalescence reminiscent of the inside of a shell, while the men’s is a pearly gray inspired by South Sea pearls, said Margo Sokol, vice president of marketing, cosmetics. Both bottles include bamboo detailing built into the glass of the bottle. Outer packaging plays on these colors — pearly opal pink for women’s, pearly gray for men’s — and the boxes have a print detail that is based on traditional sarong prints for the women’s and tattoo prints for the men’s. Upon opening each box, there is a surprise: a deep blue pattern intended to mimic gazing into the depths of the ocean.
There are nine stockkeeping units in the women’s line and 10 sku’s in the men’s collection. The women’s lineup includes a 1.7 oz. eau de parfum spray, $37.50; a 3.4 oz. eau de parfum spray, $47.50; a .5 oz. perfume spray, $47.50; a 6.7 oz. body scrub, $18; a 6.7 oz. shower gel, $20; a 6.7 oz. body lotion, $30; a 3.5 oz. body powder, $20; a 5.5 oz. soap, $12.50, and an 8 oz. candle, $20. The men’s collection includes a 1.7 oz. cologne spray, $37.50; a 3.4 oz. cologne spray, $47.50; a 3.4 oz. aftershave, $35; a 4.2 oz. skin soother, $30; a 6.7 oz. hair and body wash, $17; a 6.7 oz. body moisturizer, $20; a 4.2 oz. shave cream, $13; a 6.7 oz. hair gel, $15; a 2.6 oz. deodorant, $14, and a 5.5 oz. soap on a rope, $12.50.
Advertising breaks in August and includes both print and TV. The exotic beach identity is also carried through in both print and TV advertising — both done by photographer Troy Word through the company’s agency, Averett Free & Ginsburg. The TV ads feature a man and woman frolicking on the beach and by waterfalls in the South Pacific; the print ads, which are comprised of a collage of images, do the same. In addition to the ad appearing on TV, the commercial will also appear at counter in a continuous loop, said Hochman. Two flights of TV are planned — one at launch and one at Thanksgiving — intended to parallel peak shopping periods, said Sokol. Co-op TV ads will likely also appear.
More than 50 million scented pieces will be a part of the promotional campaign, including about 25 million scented strips, about one million in-store samples and scented pieces in mailers and catalogs, said Hochman. “We will be doing lots of scented pieces, including scented cocktail parasols and scented postcards, to promote this scent,” she said. The estimated ad spend, in the four-month launch period, is $20 million.