A NEW MAN FOR VAN CLEEF & ARPELS
Byline: Brid Costello
PARIS — With their latest scent, Zanzibar, Van Cleef & Arpels is updating its men’s fragrance portfolio and widening its reach to attract younger consumers.
“The brand is undergoing a change of image initiated by the jewelry house,” said James Ragsdale, director of Parfums Van Cleef & Arpels. This change in image manifests itself in the new look being used in Van Cleef & Arpels’s advertising, which features products photographed with natural vegetal images like flowers. The fragrance arm of the group, licensed by Yves Saint Laurent Beaute, adopted the look in September with new ads for the women’s fragrance, First. And according to Ragsdale, the image revamp provides the ideal opportunity to introduce a new fragrance. “[Zanzibar] is a reflection of the needs of the brand. We have a strong female fragrance business and a good men’s business, which we need to reinforce.”
The fragrance is meant to be a pillar in the Van Cleef & Arpels men’s portfolio, beside its Tsar scent. Zanzibar will target men 30 years old and up, while Tsar focuses on a core age group of those 40-plus years old. The group also has a third men’s fragrance called Van Cleef & Arpels Homme.
Zanzibar’s fresh, spicy, woody scent, created by Alberto Morillas and Jacques Cavailler of Firmenich, has top notes, including coriander and cardamom; heart notes of ginger, black pepper and clove and base notes, including sandalwood and vetiver root. The bottle, a clear rectangle with a red, diamond-shaped cap, and packaging were created by Serge Mansau.
The 100-ml. and 50-ml. eau de toilette sprays will retail at $51 and $36, respectively. (All dollar figures are converted at current exchange rates and are for France.)
An ancillary line comprising a 100-ml. aftershave, a 200-ml. hair and body wash and a 75-g. deodorant stick will also be available, retailing at $35, $21 and $17 respectively. Zanzibar will launch in Asia and Europe on April 12, except for Spain, Italy and Portugal, which are slated for May. The scent will roll out to Latin America between June and September. A date has not yet been finalized for the U.S. Industry sources estimate that the brand will do $20 million at wholesale globally in its first year.
Advertising will consist of single-page ads in weekly and monthly publications. A sampling ad campaign will include 2-ml. sprays and 7-ml. miniatures.