NEW YORK — Bobbi Brown is making room for baby in August.
This story first appeared in the July 2, 2004 issue of WWD. Subscribe Today.
That’s when the brand will debut its third fragrance, Baby — which is inspired by the scent of the brand’s baby body products collection, which launched in 1999. “I am obsessed with it,” said Brown. “This is the actual scent in a much deeper concentration. I created the baby line when my son was born and have always loved the scent — it’s a really fresh-smelling perfume, like you are clean out of the shower.”
Despite its name, the fragrance is intended for women — not babies — and retails for $45 for 1.7 oz. The scent, formulated by Quest International, contains notes of orange flower petals, melon, peach and white lilies.
The launch will be supported by sampling, with approximately 200,000 vials on cards and co-op advertising. The Baby Eau de Parfum will be available in a minifragrance oil for holiday, and Brown also is considering adding a lotion in the future.
While this is the first time in the brand’s history that a collection has inspired a fragrance, earlier this year, Brown’s Beach fragrance inspired a collection of products boasting the scent. Brown noted that all of her fragrances have to “evoke some kind of a memory” and said that two additional fragrances are in the works. Industry sources estimate the Baby Eau de Parfum could generate sales of 5 million globally in its first year at retail.
“Bobbi’s products always reflect her vision and the fragrances that she creates are very personal to her,” noted Maureen Case, president of Bobbi Brown Cosmetics Worldwide. “Fragrance is a category with a lot of potential for Bobbi Brown and we look forward to growing this part of the business.”
Brown also has plans to add to the Baby line, which is being repackaged and will be ready in spring 2005.
In addition, the brand will launch a collection of 13 different pink nail polishes comprising sheer and opaque finishes. Each will retail for $8.50. There is the Ski Slopes Color Palette for Face that will include Slopes blush, cream eye shadow and lip color, as well as Espresso eye shadow and Beige lip color. The products are said to give the wearer a healthy, outdoors look and the palette will retail for $45. Last is the Creamy Concealer Kit, which includes a cream concealer and sheer finish loose powder contained in a “palm-sized” container with a flip-top mirror. It is available in 10 shades for $32 each. All of the products will hit Bobbi Brown counters nationwide in August.
— Kristin Finn