TOMMY’S COOL MOVE
Byline: Julie Naughton
NEW YORK — Tommy Hilfiger Toiletries is using its cool to heat up its fragrance business.
The brand, a division of Estee Lauder’s Aramis unit, will release two new scents — Tommy Cool Spray and Tommy Girl Cool Spray — to its full distribution of about 1,800 doors in June.
Both are “youthful, but not typical,” said Raymond Matts, vice president of corporate fragrance development worldwide for the Estee Lauder Cos. While the scents are inspired by Tommy and Tommy Girl, the juices, done by International Flavors & Fragrances, are new fragrances. Both have oceanic notes for a sheer, refreshing feel. The women’s juice includes clean, fresh elements that include lime froth, fresh linen, dewy floral and clean wood notes, while the crisp men’s juice highlights true lime, clementine, cucumber, cool spice and soft wood notes.
According to Terry Darland, vice president of marketing for Aramis, the men’s half of the duo is targeted at a slightly different demographic than the original Tommy scent. “When Tommy was launched, we were targeting it at 15- to 45-year-olds,” she said. “This juice is expected to appeal more to men in their early 20s.” The women’s juice, originally targeted at 12- to 24-year-olds, is expected to appeal to the same demographic, she said. “The original scents aren’t old, but newness does appeal to consumers, particularly those we’re targeting with this scent,” said Darland. Tommy launched in 1995, Tommy Girl in 1996. “Having something new is very important to young consumers, and it’s also a way to bring back those consumers who now may be wearing another scent. And while we have ancillaries for the original line, about 80 percent of any fragrance line is done in the juice.” The women’s scent retails for $49 for 3.4 ounces; the men’s is $45 for 3.4 ounces.
In addition, said Matts, the demographic targeted by the new launch tends to have a large fragrance wardrobe. “Many of these consumers have seven to nine fragrances,” he said. Tommy Cool Spray and Tommy Girl Cool Spray will be unadvertised launches, said Darland. There will be an in-store visuals, as well as a sampling campaign which is expected to get 200,000 samples out in the market. While she wouldn’t comment on the duo’s expected sales target, industry sources estimated that they would do about $15 million at retail in their first year.