NEW YORK — Estée Lauder is looking to revisit Paradise this fall with its latest men’s scent.
Beyond Paradise for Men, a companion to Lauder’s 2003 blockbuster women’s entry, will bow in August. The women’s scent is said to have exceeded sales of $60 million at retail in the U.S. and $100 million at retail globally its first year on counter, and while Lauder executives wouldn’t comment on projected sales volumes, executives say they are hoping for a similar success with the men’s scent. Industry sources estimate Lauder is looking for a volume of more than $25 million at retail in the U.S. with the juice.
The men’s and women’s scents are primarily geared at consumers in the 18-to-34 age group, part of the company’s continuing goal of attracting edgier consumers to the 59-year-old Lauder brand, noted Patrick Bousquet-Chavanne, the group president at Lauder who oversees the Estée Lauder brand. “When we started this project, our vision was to bring a new generation to the counter,” he said.
According to Daniel Annese, vice president of marketing, North America for Estée Lauder, the brand met that goal with the women’s juice — and the pieces of the puzzle are in place to achieve a similar goal with the men’s scent, he emphasized. “Our market research confirms that 40 percent of the consumers [who purchased the women’s fragrance] were under 30, and 66 percent of those who bought the fragrance in its first four months [on counter] had never purchased an Estée Lauder [branded] fragrance. With the men’s fragrance, we are out to outdo ourselves again.”
Janet Cook, president of Estée Lauder North America, was among those who urged the launch of the men’s scent to take advantage of the gains established by the women’s. Another staunch advocate was one of the scent’s co-creators, Evelyn Lauder.
“The response to Beyond Paradise was so positive that we felt we should introduce a companion as soon as possible,” said Lauder, who is senior corporate vice president of the Estée Lauder Cos., adding that the fragrance is classified as a prismatic wood and comprises a number of unique notes that are proprietary to Lauder. “This mix is so unusual that your nose doesn’t pick out specific ingredients; it simply registers as a sensual, yet comforting, fragrance.”
Karyn Khoury, senior vice president of corporate fragrance worldwide for Estée Lauder, concurred, saying the aim was to use exotic ingredients to formulate the juice, just as was done with the women’s version. To achieve this goal, the team turned back to the Eden Project, a Cornwall, England-based conservatory home to more than 100,000 types of exotic plants and flowers that are grown in specially designed biomes. Lauder had also obtained ingredients for the women’s juice from the conservatory, and has a deal with the conservatory to develop additional ingredients from that source.
The scent, developed by Khoury and Lauder in partnership with Quest International, opens with notes of Eden’s Mist, a watery, fresh ingredient captured from the biome; jaboticaba fruit, a tart Brazilian ingredient; Eden Buchu, a green, slightly citrus element, and an ingredient the team called the Wave Accord: a blend of mint, mandarin and mousse de mer. The heart of the fragrance is a Mediterranean Accord, a blend of lavender, Provence sage, tarragon and thyme absolute, and cistus, a balsamic woody-smelling element. The drydown is made up of Eden Vetiver and golden Melaleuca Bark, both captured from the Eden Project’s biomes, and beechwood, oakmoss and Indonesian patchouli, all to add richness. Eden’s Mist and Melaleuca Bark were also used in the women’s juice.
But while the men’s scent shares a few elements with the women’s, it is not intended to be its twin, said Peter Lichtenthal, senior vice president of global marketing for Estée Lauder. “Beyond Paradise exceeded all of our expectations —?not since Pleasures have we hit the jackpot the way that we have in this scent,” he said. “But while we wanted to expand the message, our primary goal was to come up with a leading men’s fragrance that could also stand on its own.”
Beyond Paradise Men will be available in two sizes of eau de toilette spray, 1.7 oz. and 3.4 oz., for $49.50 and $69.50, respectively; a 3.4-oz. After Shave Balm, $39.50, and a 3.4-oz. After Shave splash, also $39.50.
The scent’s bottle mirrors the ombre rainbow hues of the women’s, although Beyond Paradise Men’s colors — deep blue, purple, green and red —?are richer than the pastels of its feminine counterpart. Ancillaries will be bottled in containers in hues of blue and green.
The brand has also signed Jon Passavant, the model who had served as the face of Intuition for Men, to a spokesman deal, only the second time the Estée Lauder brand has had an official male spokesman. The first occasion was with actor Bruce Boxleitner in the late Eighties.
Passavant will begin appearing in Beyond Paradise for Men’s print advertising, which was overseen by Aerin Lauder, the brand’s global vice president of advertising. The first placement is expected in August, although the bulk of the print advertising will begin in September magazines. While TV has been used for women’s, it is not currently planned for men’s, although the brand is planning to run TV ads this fall promoting the women’s juice. Passavant also was the face of Intuition for Men, launched two years ago. While none of the executives would comment on numbers, industry sources estimated $8 million to $10 million would be spent on advertising and promotion for the men’s scent in its first year on counter.
“We wanted to revisit the fantasy elements we explored with the women’s scent,” said Noel Robinson, vice president of global fragrance marketing for Estée Lauder. And because about half of all men’s scents are actually purchased by women, noted Annese, the campaign will be targeted at men and women. The print campaign will be the largest the brand has ever done in the men’s category, he said, and will appear in Sports Illustrated, ESPN and Maxim.
Cinema advertising —?which the brand employed for the women’s launch last year — will be used again, this time promoting both juices, and radio is also planned, noted Annese.
Sampling will be a big part of the campaign, with upward of 25 million scented strips over a five-month period planned. The scent will be available in Lauder’s 2,200 U.S. department and specialty stores; like the women’s juice, it will be available at Lauder counters and at the fragrance bar.
— Julie Naughton