NEW YORK — Looking for a different way to send a greeting? Soon you’ll be able to say it with a scent.
This story first appeared in the March 14, 2003 issue of WWD. Subscribe Today.
After a successful six-month test with Wal-Mart, Walgreens and Meijer, a Long Island-based fragrance firm is introducing Scentiments, an eight-item collection that is part gift, part greeting card.
Gift-givers can select from Happy Birthday, Kisses, Happy Day, Friends Forever, Hello, Many Wishes, Thinking of You, and Just For You. Each outer carton is designed to reflect the respective sentiment — Happy Day is light blue with a sun and flowers and Kisses is white with red lips. On the back of each box, there are To: and From: spaces and a thoughtful message, such as “May you always have a smile on your face, and laughter in your heart” for Happy Day and “Love begins with a smile, and grows with a kiss” on Kisses. The 1-oz. fragrances have a suggested retail price of $10 each and will roll out this summer.
Deborah Richman, chief executive officer and creator of Scentiments, has been in the fragrance industry for 20 years. The company also markets the Lady in Red, Lady in White, ID and Club Red Brands.
“It is an easy and sentimental gift,” commented Richman, who said retailers are always asking for something new for the fragrance department. “We came up with the idea of fragrance greetings.”
The individual Scentiments juices are based on “bath and body-type fragrances,” she said. All are light floral or fruity to appeal to a wide audience. The company worked with several fragrance houses to design the lineup, which it describes as follows: Kisses, plumeria; Friends Forever, pearberry; Happy Birthday, floral celebration; Happy Day, uplifting floral; Many Wishes, kiwi mango; Thinking of You, fruity fresh floral; Just For You, garden of many flowers, and Hello, playful floral.
Most of the artwork and poems were created by Richman and Merissa Smith, vice president of operations.
Richman is predicting sales of $20 million wholesale, which could register $40 million at retail. An advertising plan is in the works with an estimated budget of $2 million and will include print and possibly radio and cable TV ads. “We are looking at what would be most effective,” said Richman.
The fragrances can be displayed in the greeting card aisle in shelf displays that contain six bottles and also in the fragrance department. Richman said the test retailers have been merchandising more than one display per aisle. “They have been putting six to eight to 12 units per store,” she remarked.
The eight scents have been whittled down from an original 18. Of these, all are “good sellers” and four are “great sellers,” said Richman. Test stores have been logging sales at the rate of eight bottles a week.