NEW YORK — Carolina Herrera’s fragrance brand is getting a sassy little sister in mid-August.
With Carolina, a fresh, oriental, fruity juice, the brand is aiming to capture a new, slightly younger audience, noted Martha Brady, general manager of Puig North America Beauty and president of Puig USA. Puig is Herrera’s fragrance licensee. “With Carolina, we have the opportunity to reach a younger consumer with fresh, new products, and also to resupport the heritage of the classic brand,” Brady added.
Carolina, which is positioned in the classic Herrera range, along with Carolina Herrera and Carolina for Men, is targeted to consumers in the 25- to 40-year-old range, while the classic Herrera brand tends to skew in the 35-plus range, Brady explained.
“The smell is very young,” remarked the fragrance’s namesake, designer Carolina Herrera, during a launch party at her showroom earlier this week. “We’re bringing a new consumer into the Carolina Herrera world with this fragrance. And much of the work on it was done by my daughter, Carolina.”
Carolina A. Herrera, the designer’s daughter, worked closely with her mother and International Flavors and Fragrances’ Carlos Benhaim to devise the juice, which has top notes of bitter orange, wild strawberry leaves and cardamom; middle notes of rose petals, pepper and wild berries, and base notes of cashmere wood, natural vanilla, amber and transparent musk. The juice is packaged in the same-shaped bottle as the original Carolina Herrera fragrance —?a rounded rectangular tower — but the new scent’s bottle has been updated with gold touches and a transparent finish. The outer packaging is white with metallic polkadots.
The Carolina collection includes eau de toilette sprays in 1.7-oz. and 3.4-oz. sizes, retailing for $49 and $69, respectively; a 6.7-oz. body lotion for $25; a bath and shower mousse for $23, and a shimmering talcum powder for $15. Youthful ancillary additions are planned for the spring, noted Brady, who added that they will “present another opportunity to speak to youthful consumers and offer impulse-purchase-priced products to them.”
The fragrance will be available in about 300 doors in the U.S., including Saks Fifth Avenue, Neiman Marcus, Nordstrom and Marshall Field’s, noted Brady — in many cases, where Herrera’s ready-to-wear line is also part of the mix. “We want to distribute the juice where the fashion is also distributed,” said Brady.
While Brady wouldn’t comment on projected first-year sales or advertising and promotional spending, industry sources estimated that the Carolina lineup would do between $8 million and $10 million at retail in its first year on counter in the U.S., and that about $3 million would be spent on advertising and promotion.
National advertising, breaking in September magazines including Vogue, Elle, W and In Style, “renews the awareness of the Carolina Herrera brand — both introducing the newness and resupporting the classic elements of the brand,” said Brady. The campaign, featuring Dutch model Yfke Sturm, was shot by Patrick Demarchelier and also includes images of a polkadotted butterfly and the classic Carolina Herrera graphic icon.
An intensive sampling campaign will include direct mail, scented strips, deluxe miniatures and vials on cards. Upward of 50 million scented impressions are planned, said Brady.