TOMMY’S SCENTS OF SUMMER
Byline: Julie Naughton
NEW YORK — With a new limited-edition fragrance duo launching in April, Tommy Hilfiger Toiletries is set to add a little sun to its fragrance franchise.
The duo, Tommy Girl Summer and Tommy Summer, are a riff on the existing Tommy Girl and Tommy scents, noted Carol Russo, vice president of sales and marketing for Aramis and Designer Fragrances. “We did a summer collection last year, and it added vitality to the business,” said Russo. “Any time you do something different, it energizes the entire franchise.”
The two new summer scents will be available in the brand’s full distribution of 1,800 department and specialty store doors in April and will be on-counter until they sell out, which is expected to be at the end of summer, said Russo.
Tommy Summer plays on the citrus of the original and is intended to evoke summer images, said Russo: “The first note is inspired by summertime drinks and is a mix of bitter orange, mandarin and tangerine. The middle note is a mix of ozone and aromatic notes, while the dry-down note is of chipolte wood.”
Tommy Girl Summer is a fresh floral with a distinctive hibiscus note. The scent’s top note is of a tangerine, bitter orange and grapefruit blend, along with a sun-dried linen accord. The middle, or pure, note is of honeysuckle and muguet, while the bottom, or carefree, note is of fragrant florals and pear. According to industry sources, the scents were done in partnership with Creations Aromatiques.
The summer feeling is carried through with each scent’s packaging. For the men’s juice, a bright blue outer box depicts a blue sky and clouds. The juice is bottled in the traditional Tommy bottle and has a blue hue. The 1.7-oz. bottle will retail for $32.
The women’s juice, which retails for $35 for a 1.7-oz. bottle, is packaged with images of blue skies, oceans and vibrant red hibiscus flowers. The bottle’s crisp red color is intended to compliment the hue of the hibiscus petals, said Russo.
While Russo wouldn’t comment on projected sales, industry sources said the duo could do $3 million at retail this summer.
The launch will be supported with an in-store program, as well as a sampling program on the Hampton Jitneys beginning Memorial Day weekend, said Russo. A gift pack offering full-size scents, CDs and a bounce-back card will be offered on 15 of the Jitneys, she said.