RALPH LAUREN’S GLAMOUROUS LAUNCH IN SPAIN
Byline: Jennifer Weil
MADRID — Ralph Lauren Fragrances Worldwide plans to take Europe by storm and double its business there within the next five years.
A key to that push is Glamourous, the women’s fragrance Lauren launched in the U.S. in early September 2001.
“Our strategy is to gain [European] market share,” explained Andrea Robinson, president of Ralph Lauren Fragrances Worldwide, a division of L’Oreal, at a gala launch party held here. And Glamourous, with its well-known European spokesperson, Penelope Cruz, highly feminine juice and accessible packaging and name, is expected to have wide appeal here, she continued.
Robinson said the goal for Glamourous and all other new Ralph Lauren scents going forward is to reach the top 10 in Europe, a continent historically difficult for U.S. fragrance brands. Europe is also being targeted by Ralph Lauren, who wants it to become his eponymous fashion brand’s second-largest market after the U.S.
Lauren executives refused to talk numbers for the new scent, but industry sources estimate Glamourous could generate sales of about $20 million at retail during its first 12 months in Europe.
For Glamourous, the Lauren division has earmarked an advertising and promotion war chest on a par with that it amassed for its U.S. launch. This, according to industry sources, was $15 million. Glamourous ads for Europe will be the same as in the U.S., featuring Cruz. Sampling will have various types, including scents in miniature hatboxes.
The five-year goal for Ralph Lauren Fragrances is to double its European business, said Jean-Pierre Jabart, vice president international of the division. Currently, it is estimated by industry sources to be less than $90 million.
Glamourous is currently being introduced in Spain, with the U.K., Germany, Italy, Holland and Belgium slated to get the scent at the end of September through early October. France is expected to start selling Glamourous at the end of this year.
Currently, best-selling women’s Ralph Lauren fragrances in Europe include Romance and Ralph. For men, top sellers include Polo Sport and Romance Men. The Ralph Lauren business in Europe is split 53 percent women’s and 47 percent men’s, about on a par with the brand’s breakdown worldwide.
Looking ahead, Lauren is gearing up for an international fall fragrance launch.