Carolina Herrera Chic Ad Campaign To Include 10 Mil. Impressions
This article was originally published in The Rose Sheet
Executive Summary
Spanish beauty firm Puig will support the launch of Carolina Herrera's Chic women's fragrance with its largest marketing effort in a decade, which will include 10 million ad impressions, USA President/General Manager of North America Kathy Cullin said
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Spanish beauty firm Puig will support the launch of Carolina Herrera's Chic women's fragrance with its largest marketing effort in a decade, which will include 10 million ad impressions, USA President/General Manager of North America Kathy Cullin said. Breaking in May, print ads will appear in approximately 20 beauty and lifestyle magazines, including Vogue, Vanity Fair and InStyle. Targeting women ages 25-45, the Chic print ad, shot in Pamarges, France, will feature an "evocative" image of a woman on a beach with a picture of the fragrance bottle. "It's really about that moment in time where [the consumer] transports herself away from the day to day," Cullin said of the ad's message. The campaign, which represents the "largest investment" Puig has placed behind a U.S. fragrance launch in at least 10 years, also will include the distribution of 20 mil.-25 mil. scented pieces this year. A TV commercial featuring similar images to the print ads will break exclusively in the New York metropolitan area this month. Chic, Carolina Herrera's fourth fragrance offering for women, is bowing now exclusively in Saks Fifth Avenue and will later roll out to 1,000 department store doors (1 (Also see "Marketing In Brief" - HBW Insight, 25 Feb, 2002.), Marketing In Brief). With its strong growth potential, the Carolina Herrera brand will remain a focus for Puig's U.S. division in 2002, Cullin said. The fragrance family represents about 53% of Puig's North American business, which also includes scents by designers Nina Ricci and Paco Rabanne . In addition to the Chic edp spray and body lotion that are being introduced now, additional body care items will be added to the collection this fall, Cullin said. A companion men's scent is slated to debut in 2003. Carolina Herrera also will be expanded this summer with a limited edition summer scent, 212 Men On Ice . Bowing in June, the scent is an extension of 212 Men and a counterpart to the women's 212 On Ice summer scent launched last year (2 (Also see "Carolina Herrera Dialing Up 212 Men Fragrance In September" - HBW Insight, 14 Jun, 1999.), p. 12 and 3 (Also see "Puig USA Accelerated Launches, New License Arrangement Planned" - HBW Insight, 9 Apr, 2001.), p. 9). 212 Men On Ice will open with bergamot, grapefruit, fresh mint and aquatic accords. Middle notes include ginger, nut, cardamom and gardenia, which will dry down to a base of woody musk. Retailing for $48 for 3.4 oz., the fragrance will be complemented by a cooling body deodorant. New launches are expected to help Barcelona, Spain-based Puig develop its U.S. business to account for approximately 20% of the company's worldwide sales by 2006 from about 12% in 2001, Cullin said. Nina Ricci and Paco Rabanne introductions also are planned. Under the Ricci fragrance family, a "lighter version" of the designer's Premier Jour fragrance is slated to debut in Europe this summer, the firm said. Premier Jour was launched in September in 350 doors and will hit more than 1,000 doors by June (4 (Also see "Nina Ricci Premier Jour Adds Modernity To Fragrance Stable" - HBW Insight, 11 Jun, 2001.), p. 8). A male counterpart to Premier Jour called Memoire D'homme is bowing now in Europe to capitalize on the success of the women's fragrance, the firm noted. The scent is scheduled to debut in the U.S. market in 2003 in time for Father's Day. The "modern classic" Memoire D'homme opens with notes of grapefruit and ginger, which lead to a heart of nutmeg and licorice leaf. The dry down consists of woody notes including cedar wood and vetiver. The Nina Ricci prestige color cosmetics line, which has been redesigned with modern packaging and new formulas, will be introduced in Europe and Asia this fall as well as in one duty-free point of sale in Hawaii in the fourth quarter, Cullin said. Based on the success of the line, which comprises about 350 SKUs, Puig eventually will look to expand the collection throughout the domestic market. However, distribution for the upscale line will remain limited, Cullin noted. In addition, fashion designer Paco Rabanne's Ultraviolet Man fragrance is scheduled to bow in the U.S. in spring 2003, following its European rollout. A women's Ultraviolet fragrance was introduced in 1999 (5 (Also see "Paco Rabanne Ultraviolet For Women Lights Up Fragrance Brand" - HBW Insight, 18 Oct, 1999.), p. 5). The designer's fragrance portfolio, comprising more than 10 scents, includes Paco Rabanne Pour Homme , Metal and Sport de Rabanne . Puig recently signed a licensing agreement with UK designer Hussein Chalayan to market fragrances and is in discussions with other possible licensing partners. |