LANCOME: A MIRACLE FOR MEN
Byline: Jennifer Weil
PARIS — Can a miracle happen twice?
It just did at Lancome.
Twelve months after the introduction of Miracle, the L’Oreal-owned brand will launch Miracle Homme, a men’s scent, starting in October.
Lancome is banking on Miracle Homme to establish firmly its place in the men’s scent market and add further muscle to its fragrance business.
“Today, I believe more than 90 percent of Lancome’s sales are made for and by women,” said Fabrice Boe-Dreyfus, managing director at Lancome. “Clearly, the launch of Miracle for men is the beginning of a new [men’s business for us].”
“It is the first time Lancome is introducing a men’s fragrance on a global scale,” continued Renaud de Lesquen, international marketing director at the firm. Lancome’s past men’s scents — such as O de Lancome Pour Homme and Trophee Lancome — have been sold on a more regional basis.
Neither Boe-Dreyfus nor de Lesquen would discuss numbers, but industry sources estimate Miracle Homme could ring up about $35 million in wholesale volume worldwide in its first year.
Lancome opted to add a men’s scent to the Miracle franchise after the women’s scent’s strong turnout. “Miracle is a success worldwide,” said Boe-Dreyfus. “In Europe, it is in the top 10. It is number four in America and it is in the top three in Asia.”
Other key factors contributed to the decision to expand. “There is a high awareness of the Lancome brand among men — higher than expected, when we measured in different countries,” continued Boe-Dreyfus, who said the firm found that men use Lancome products — particularly from its sun care and Aroma lines. “And retailers were asking for Miracle for men; their customers were ready for it.”
Lancome is looking to bolster its entire fragrance portfolio. The firm is already a worldwide leader in color cosmetics and skin care, which each comprise 40 percent of its sales. But Lancome’s fragrance business — in which Miracle and Tresor are bestsellers — represents just 20 percent of the company’s volume.
“It shows a tremendous opportunity to grow in the fragrance category,” confirmed de Lesquen.
Few beauty markets are hotter these days than men’s fragrance. Premium men’s scents are expected to ring up 28.5 percent of all fragrance sales in Western Europe by 2005, versus 27.1 percent in 2000, according to London-based tracking firm Euromonitor.
Company executives said Miracle Homme will be positioned similarly to Miracle. “The story of Miracle is that you make it happen — it is the heart of the Miracle story [for women] and is totally translatable for men,” said Boe-Dreyfus. “[The Miracle man] is cool, but he makes things happen — he is not passive.”
Also, like Miracle, the target audience for Miracle Homme is 25- to 35-year-olds.
Miracle Homme’s advertisement was created by Air — the hot Paris agency behind Miracle’s ad campaign — and shot by Peter Lindberg. It depicts a man in a cityscape gazing into the distance, recalling Uma Thurman’s look in the Miracle ad. Both have a flash of light to recall a sunrise, or a beginning. Miracle Homme’s ad also has a product shot and a tag line reading: “You make it happen.”
“It is very important that this man is urban,” confirmed de Lesquen. While the Miracle man is about what he tangibly contributes to the world, the Miracle woman is more about nature and her place in it.
Miracle Homme’s ad will break as single- and double-page spreads at launch, alongside a heavy sampling campaign, including 5-ml. miniatures, scent strips and 2-ml. vials. A film for TV and cinema also is scheduled.
The scent was created by Quest’s Francis Kurdjian. Its top notes include maple leaves, oak moss and red pepper; middle notes of coffee granita, rossitol and cedar wood; and base notes of vetiver, guaiacum wood and rosewood.
The streamlined bottle with silver writing and cap was created by Charles Boussiquet of Areca. Its outer box, which is a dark black with a tinge of red, was done in-house by Anke Schafer.
Miracle Homme will launch in Europe’s domestic and travel retail markets in October, with the rest of the world getting the scent in early 2002.
It will come as a 50-ml. eau de toilette spray for $33.50 and a 100-ml. eau de toilette spray for $48. There also will be four ancillaries, including a 100-ml. after-shave splash for $31.50, a 200-ml. hair and body shampoo for $17.40 and a 50-ml. daily moisturizing lotion for $23.50. All prices are converted at current exchange rates and are for Europe.