CHRISTIAN LACROIX MASTERBRAND SET FOR LAUNCH
Byline: Brid Costello
PARIS — Inter Parfums is banking on Bazar, a fragrance masterbrand, to boost designer Christian Lacroix’s beauty business.
Lacroix’s latest fragrances, called Bazar Pour Femme and Bazar Pour Homme after the designer’s diffusion ready-to-wear line, will be introduced in April.
While Lacroix is celebrated for haute couture and ready-to-wear fashion, the LVMH Moet Hennessy Louis Vuitton-owned brand has never made a strong impression in fragrance. The designer’s first scent, C’est La Vie, launched in 1990, was a famous flop. More recent efforts — a 1999 signature scent and last year’s Eau Florale — have also had lukewarm receptions.
“We hope [the Bazar masterbrand] is going to change the sales figure for Lacroix fragrances completely,” said Philippe Benacin, president of Inter Parfums, fragrance license holder for the Christian Lacroix brand. He noted that Eau Florale, the only Lacroix fragrance widely available, rang up wholesale volume of $1.74 million last year. All dollar figures have been converted from the euro at current exchange rates.
The new fragrances, which target the 25- to 35-year-old set, are meant to infuse life into the brand and drive sales. The duo could ring up worldwide wholesale volume of $6.9 million in their first year, according to Benacin.
The Bazar masterbrand marks Lacroix’s first foray into the men’s market.
The bottles, round for the women’s scent and square for the men’s, were designed by Federico Restrepo. The flacons are topped with colored caps that feature silver stencil-like collars that spell out the brand’s name. The juices also reflect the packaging color codes and are tinted orange for the women’s and blue for the men’s.
Bazar Pour Femme, created by a trio of perfumers from Creations Aromatiques, is a luminous, sensual floral. Top notes include apricot flower, yuzu and rose; heart notes count nasturtium and flower of the frangipani tree, and base notes of sycamore and iris flower.
Bazar Pour Homme, created by Michel Girard of Quest, is a marine, transparent woody. Top notes have yuzu, grapefruit, water flowers and lavender; heart notes of cedarwood, and base notes of patchouli, sandalwood and dry amber.
Bazar Pour Femme, an eau de parfum, comes in 100-, 50- and 30-ml. sprays that retail for $54, $38 and $30, respectively, in France. A 100-ml. deodorant spray, a 200-ml. body milk and a 200-ml. bath and shower gel also will be available at $17, $17 and $15, respectively.
Bazar Pour Homme, an eau de toilette, comes in 100-, 50- and 30-ml. sprays and retails at $42, $31 and $23, respectively. Four ancillaries, including an aftershave and a shower gel, complete the line.
The fragrances are set for a worldwide launch mid-April and will be accompanied by a single-page advertising campaign. Inter Parfums has set aside a $3.5 million to $4.3 million worldwide advertising budget for the first six months after launch. A sampling campaign also will break at launch time, featuring 2-ml. miniatures, LiquaTouch and scent strips.