DOLCE & GABBANA: TARGETING THE YOUNG AT HEART WITH LIGHT BLUE
Byline: Julie Naughton
NEW YORK — You could say that Domenico Dolce and Stefano Gabbana are feeling a bit blue.
Light blue, that is.
With the launch of their latest fragrance, Light Blue, the two obviously hope to target the same young and young-at-heart customers that buy their hip fashions.
Saks Fifth Avenue will get the juice as an exclusive next week. The fragrance then will be rolled out in October to additional department and specialty-store doors, including Nordstrom, Neiman Marcus and Macy’s. While Dolce & Gabbana’s other scents are in about 800 doors, Light Blue will be available in just 400, said Connie Ruscio, vice president and general manager of Fragrances Exclusive, which is handling the scent in the U.S.
“Light Blue gives the customer another choice in what is already a successful scent lineup,” said Ruscio, who noted that Light Blue targets 25- to 40-year-olds. “It has a lot of sophistication, which is why we’re keeping the launch to a selected group of doors.”
The floral/fruity juice, by Firmenich, includes sparkling top notes of Sicilian citron, Granny Smith apples and bluebells; mid-notes of jasmine, bamboo and white rose, and a dry-down of cedarwood, amber and musk.
The line includes two sizes of eau de toilette spray: a 50-ml. size for $55 and a 100-ml. size for $80. Three ancillaries are also available: a 200-ml. body gel scrub for $30; a 200-ml. energy bath and shower gel for $30, and a 200-ml. refreshing body gel for $40. Print advertising by Mario Testino, which features a head shot of a blue-hued woman, breaks in October in a to-be-determined lineup of fashion and beauty books. Deluxe miniature samples, blotter cards and scented strips are planned. According to Julie Rhinehart, executive director of marketing for Fragrances Exclusive, about five million scented impressions are planned.
While Ruscio wouldn’t comment on the scent’s projected sales or advertising budget, industry sources estimated that the scent would do about $40 million at retail, globally, in its first year and that the company would spend about $15 million, globally, to promote it.
Claudio Tenan, export manager for Euroitalia, the group that owns the Dolce & Gabbana fragrance license, noted that the scent has already started rolling out in European travel retail stores. “Particularly in Italy, it’s already our best-selling fragrance, even at travel retail stores,” he said. “The response has been amazing. We know that this scent is going to do great things around the world.”