COTY PLANS BUSY LAUNCH SEASON
Byline: Brid Costello
PARIS — Coty Beauty is in overdrive.
Not only will it launch new scents for its Roland Garros and Adidas brands, but it will revamp the packaging for Pierre Cardin fragrances.
Roland Garros Pour Elle will round out a masterbrand, kicked off in 1995 with Roland Garros for men. The new scent, inspired by the French Open tennis tournament, will launch in France in May and then be introduced to other markets depending on its success here, according to a company spokeswoman.
Roland Garros Pour Elle, which targets sporty women aged 25-35, will retail for $12 for a 50-ml. eau de toilette spray. (All dollar figures are converted from the French franc at current exchange rates.)
The scent’s sampling will be done this May at the tennis tournament, where 100,000 scented postcards will be distributed. A further 35,000 scented cards will be sent to customers of tournament sponsor Peugeot, the French car manufacturer.
The fragrance, which was created by Ursula Wandel of Givaudan, contains top notes of green apple, passion fruit and ginger; heart notes of freesia, magnolia, jasmine and lily of the valley, and base notes of sandalwood, cedar wood, modern musks and amber.
Industry sources estimate that Roland Garros Pour Elle will ring up a retail volume of $700,000 in its first 12 months.
Also on the sports front, Adidas is set to launch a new scent called Ice Dive. The woody fresh aromatic fragrance will bow globally in May, and could, according to industry sources, do $35 million to $40 million at retail in its first year.
The scent was concocted by Takasago’s Philippe Bousseton and has top notes of grapefruit, bergamot, mandarin and yuzu; heart notes of sandalwood, germanium and patchouli, and base notes of tonka beans, vanilla, gray amber and styrax.
The 100-ml. eau de toilette spray will retail for $10, and ancillaries include a 200-ml. deodorant spray and a 250-ml. shower gel for $2.70 and $2, respectively.
Coty Beauty is also gearing up to retool Pierre Cardin fragrances. As reported, the group signed a licensing agreement last year with the French designer to produce and distribute his fragrances in Europe.
The outer packaging of Cardin’s men’s fragrances Pour Monsieur and Bleu Marine will be tweaked to feature shots of the fragrance bottles inside. These will hit counters starting in June.
“We realized the packaging [for Cardin] was not up to customers’ expectations,” said Jean-Philippe Cavroy, marketing director of Coty, who explained that the objective was to modernize the box through the strength of each bottle’s image.
A similar approach will be used for Cardin’s women’s fragrances, starting in September, when the outer packaging for the Choc and Rose scents will become transparent.
Other plans include a new Cardin scent for women, slated for this September.