UK. DKNY Be Delicious – the latest fragrance masterbrand from designer Donna Karan (via the Aramis and Designer Fragrances division of the Estée Lauder Companies) – will roll out internationally this month.
The fragrances made their debut in the US domestic market last autumn, and were previewed to the travel retail channel at last October’s TFWA World Exhibition in Cannes (The Moodie Report.com, 19 October 2004).
The name of the fragrance duo is of course designed to pay homage to, and capture the emotion of, New York City. Accordingly, there is a “Big Apple” theme to the fragrances, in terms of juice, packaging and promotion.
DKNY Be Delicious (the women’s scent) is described as an apple-infused floral fragrance, with a sexy/tempting/playful positioning.
The juice opens on a unique “American apple” note, complemented by cucumber, grapefruit and magnolia. The heart features tuberose, white muguet, rose and violet; the base a mix of woods and amber.
The flacon is a contemporary version of an apple, and encases the fragrance in a green glass orb topped with a silver cap. The outer carton is a natural brown, with a “100% Pure New York” sticker motif.
The fragrance line-up comprises a 30ml, 50ml and 100ml edp spray. The ancillary collection features a 6ml edp Roller Ball, a 150ml body lotion, a 150ml shower gel, a 15ml lip gloss, a 100ml spray and stick deodorant, and a 300g crate of apple-shaped soaps.
DKNY Be Delicious Men is described as natural yet sophisticated. The juice is a crisp, wet mix of greens and woods, set off by the richness of coffee.
The masculine flacon echoes its female counterpart in shape and design, albeit with a brown/copper colour-scheme.
The DKNY Be Delicious Men range comprises 50ml and 100ml edt sprays, a 100ml aftershave, a 100ml aftershave balm, a 150ml shower gel, a 100ml spray and stick deodorant, a 7g lip balm and a 300g crate of soap.
The launch will be supported by extensive POS activity and print/TV advertising. In the latter, there is a witty twist on the Adam/Eve apple scenario, when the campaign’s male model offers an apple from a street stall to his female counterpart.
MORE STORIES ON DKNY BE DELICIOUS
DKNY’s delicious dynamism spearheads the Lauder group’s latest launches – 30/11/04
Estée Lauder Companies take a bite out of life with new DKNY masterbrand fragrance – 19/10/04
