NEW YORK — Chanel is getting sporty with its latest men’s fragrance launch.
Allure Homme Sport, an addition to the firm’s Allure franchise, is set to launch in June, with an advertising campaign breaking in June magazines.
“Both Allure Homme and Allure Homme Sport are sensual and sophisticated, but the Sport scent brings a fresh, casual, lively energy to our men’s lineup,” said Laurie Palma, senior vice president of fragrance and Internet marketing. “It’s got a youthful, high tech feel to it.”
Allure Homme Sport, with a juice concocted by in-house perfumer Jacques Polge, is composed of four facets. The first, called the “fresh” facet, includes notes of Calabrian and Sicilian orange, Tunisian neroli and an aldehyde cocktail. The second, called the “sensual” facet, includes notes of Brazilian tonka beans, almond, balsam, white musk and amber. The “woody” facet includes Atlas cedar and vetiver, while the finish —?the “spicy” facet —?includes notes of black pepper.
The bottle, designed by Chanel’s artistic director, Jacques Helleu, is of metallic gray lacquered glass, topped with a black rubberized cap. The product’s lettering is in red. A 1.7-oz. eau de toilette spray will retail for $42.50, while the 3.4-oz. size will sell for $57.50.
The fragrance will be available in the company’s full complement of approximately 2,000 specialty store, department store and Chanel boutique doors, as well as Sephora.com and gloss.com.
While Palma wouldn’t comment on projected sales or advertising spending, industry sources estimate that the total Allure for Men brand will do $15 million in the next year, and say that the new addition could generate as much as half that figure. Advertising and promotion for the total Allure for Men franchise is estimated at about $2 million in that time frame.
The majority of the brand’s ads for the new scent break in June magazines, including GQ, Allure, In Style and Vanity Fair; two ads — one in Hamptons Magazine and one in New York Magazine — break at the very end of May.
The men’s ad, photographed in the South of France by Patrick Demarchelier and directed by Helleu, features a bare-chested Andres Velencoso —?the Spanish model who is the face of the line — sailing. Velencoso also gets in a subtle plug for Chanel’s watch business, with Chanel’s top-selling J-12 sport watch adorning his wrist in the ad. On the opposite side of the page there is a bottle shot with a scented strip.
In dual-interest books, the men’s ad will appear on one side and a new Allure for Women ad, featuring new Chanel model Anna Mouglalis, will appear opposite. Scented strips for both juices will be included in the dual ads. The sampling effort for Allure Homme Sport will include about three million scented blow-ins, one million spray vials on cards and eight million scented strips.
The brand also plans a custom container program and a prepackaged, $55 gift set — with a 3.4-oz. eau de toilette spray, 1.7-oz. aftershave moisturizer and a 1.7-oz hair and shower wash —?for Father’s Day selling.