CHANEL ADDS LIP, FRAGRANCE ITEMS FOR SPRING
Byline: Brid Costello
PARIS — Chanel plans to have chic purses bulging with its spring product launches — which include a new lipstick lineup and additional fragrance offerings.
The lip offering is Infrarouge, a line of lipsticks in 18 shades, which will roll out globally in April. Designed to be the group’s second lip color pillar beside the Hydrabase line, the Infrarouge range is purportedly a high-tech approach to lipstick. The pigments used for the lipsticks are coated to give different visual effects, such as a metallic or sparkle finish. The group has also developed new texture technology which is said to give good hold with a light and gentle texture.
“[Infrarouge] is for women who have a modern spirit,” said Catherine Rebours, marketing director for makeup at Chanel. “Color is a strong influence. It’s for women who like to try different things.”
The lipsticks, which will retail for $18 each, are divided into four groups depending on their finish — five metallics, five iridescents, six satins and two powders. The lipstick tubes are gunmetal black with an antiscratch finish, and a silver band replaces the gold band found on the Hydrabase line. Names include Velvet, Miss Fizz and Tornado. All prices are converted at current exchange rates and are for France.
Industry sources estimate that the line could ring up $10 million at retail in its first year. Advertising for the line will consist of single- and double-page spreads featuring an unnamed model and a pack-shot. Rebours said an “important” tester campaign, consisting of mini three-shade palettes and a mini version of the lipstick, will be featured in stores.
Chanel is also increasing its portable fragrance offering. Following the success of the Chanel No. 5 purse spray launched in October 2000, the same concept is being applied to its second scent pillar, Allure. An Allure purse spray will be available beginning in mid-March in Europe and the Mideast, in the U.S. in April and in Asia in May.
“It’s a new gesture,” explained Marianne Etchebarne, marketing director for Chanel fragrances. “[The concept is] to reapply fragrance throughout the day and evening. It’s nomadic, adapted to the lifestyle of modern women.”
Etchebarne said that the No. 5 purse spray contributed significantly to the classic’s double-digit sales increase last year. She added that she anticipates even higher sales for the Allure purse spray, as Chanel No. 5 is often purchased as a gift item, while Allure customers are frequently women who buy fragrance for themselves and would be attracted to an additional, more portable product.
The 15-ml. eau de toilette spray comes with two 15-ml. recharge cartridges. It will retail for $50.
Chanel is also catering for men on the move with a travel version of Allure pour Homme.
“When we spoke to men who wear Allure we found that they move a lot, they are young, they travel a lot, they play sports,” said Etchebarne. “If they had a smaller product they would use fragrance more frequently.”
The travel version of the eau de toilette comes in a 50-ml. champagne-colored metal spray bottle and will retail for $40.