NEW YORK — Liz Claiborne Cosmetics is throwing a new curve into the market.
With Curve Crush, a new masterbrand aimed at capturing a slightly younger consumer, the brand is hoping to take a bigger share of the fragrance market this winter, said Art Spiro, president of Liz Claiborne Cosmetics.
“The Curve name is well known among consumers, especially those in the 18- to 24-year-old range,” said Spiro. “We saw an opportunity to leverage the name recognition with two completely different fragrances that are geared at a younger consumer —?primarily those in the 16-to-24 age range. We want to push the envelope —?without ripping it.”
The original Curve fragrance was launched in 1996 and is geared at 18- to 24-year-olds, said Spiro.
“We have to come out with new and relevant products or all we will be doing is fragmenting our business,” said David Hirschler, vice president of marketing. “We think these scents offer something new in what is a very challenging market for everyone.”
The new women’s juice was formulated by Carlos Vinals and Pierre Negrin of Givaudan, while Jean Marc Chaillan and Pascal Gaurin of International Flavors and Fragrances did the men’s juice.
The women’s juice has top notes of crushed citrus, frothy chai latte and cyclamen nectar; middle notes of white velvet orchid, lily of the valley and creamy anisette, and a drydown of Madagascar vanilla, tonka bean and sexy musk.
The men’s juice has top notes of living Bartlett pear, cold muguet aldehyde, crushed basil, coriander and bergamot; middle notes of fresh brewed ginger, green violet, blue lavender and living sage, and a drydown of spicy cardamom, vetiver, musk and moss.
The women’s 4.2-oz. eau de toilette spray will retail for $47.50, while the men’s 4.2-oz. cologne spray will retail for the same price.
Curve Crush will enter about one-third of the brand’s 2,200 U.S. department and specialty store doors in late December, and will be fully rolled out by the middle of spring. Print advertising breaks in February fashion, beauty and lifestyle magazines. “The ad conveys newness and excitement — we see it as a recharge of the business,” said Hirschler.
While neither executive would comment on projected first-year sales or advertising spending, industry sources estimated that the masterbrand would generate upward of $15 million at retail in its first year on counter and that about $10 million would be spent to promote it.