NEW YORK — Coty Beauty hopes to spark some excitement in the sleepy mass fragrance category this summer.
In a rare move, the company is offering a limited-edition seasonal scent under its successful Adidas franchise.
Coty is the sole beauty licensee for Adidas. Adidas spends some $100 million a year in the U.S. to promote the athletic brand, while Coty, separately, spends another $20 million to support the fragrance and personal care business, according to John Galantic, president of Coty Beauty. At last count, Coty’s worldwide Adidas business was in the area of $300 million retail. The company has said it anticipates growing Adidas into a $350 million retail brand.
While it had offered products under the Adidas license for several years internationally, Coty introduced its first Adidas product in the U.S. in 1999 with the Adidas Moves for Him scent, followed by Adidas Moves for Her in 2000. Since then, the respective fragrances have remained among the best sellers at mass. “Together, Moves for Him and Moves for Her are among the top two masterbrands in all of mass,” said Galantic. The Adidas franchise has further been expanded in the U.S. with Adrenaline, a men’s scent, and both men’s and women’s toiletries. This fall, Coty will unleash a major new women’s scent under the Adidas banner.
But to bring some immediate fun to the category, Coty is offering Adidas Moves Fresh for Him and Adidas Moves Fresh for Her beginning this spring through Labor Day. Galantic said Coty was inspired to do so after looking at successful seasonal fragrance launches in the prestige market. For Adidas, he said, we decided to “take what is already a young target and do a fresh addition that is perfect for summer and which adds some newness and fun and excitement to the brand at a time of year when category sales tend to be slower.”
Fresh for Him blends spicy, green top notes of sage, bergamot and ozonic, with warm woods, vanilla and tonka bean. Fresh for Her features top notes of tangerine and sweet pea, with middle notes of primrose, orchid and freesia. It is finished with a base note described by Coty as “sun-warmed skin.” Retail prices range from $8 for a body lotion or deodorant to $23 for a 1.7-oz. eau de toilette. Moves Fresh will be supported with print advertising. Galantic declined to comment, but sources predict Fresh could ring up sales of $5 million this summer.
— Laura Klepacki