BPI’s Eric Henry said that the firm’s limited edition Issey Miyake scents have been so successful they sell out in 10 days.
“Summer is more key in travel retail than the local market,” he said, explaining that’s when holiday travel really picks up.
At Tax Free, the brand presented its Summer Glimmer scent, due to launch in the second half of 2004.
Also on the summer-scent front, Parfums Loewe will introduce a limited-edition fragrance, called Aquamarine Blue.
“We want to keep introducing one-shot products once in a while — these products give us a lot of freshness,” explained Juan Pedro Abeniacar, president of Parfums Loewe, whose ephemeral items generally are available for three months maximum.
The firm has also ramped up the quality of its promotional items and is — for instance — working with the Loewe fashion arm to create beauty bags. “We’re trading up, and it’s very much linked to the fashion company,” whose core business is in accessories, he said.
Escada also plans to introduce a new summer scent, Island Kiss. Last year’s seasonal entrant, Ibiza Hippie, generated $30 million in the U.S. alone, according to Werner Hofmann, senior vice president of Wella AG, whose Cosmopolitan Cosmetics division develops the Escada brand. “I think we could double sales with this new product,” he said.
Airport retailers are also creating designated areas for such products. “We’re certainly doing things for travel exclusives [such as summer fragrances],” said World Duty Free’s Keal.
And while the segment is not new, it’s swiftly gaining muscle. World Duty Free, for instance, expects to ring up some $7.5 million at current exchange rates, or 4.5 million pounds, this year with such products, versus the $599,870, or 360,000 pounds, they generated four years ago.
“[Such items draw] people into the category who haven’t been there in the past,” said Keal.