Amor Amor harnesses the lucrative power of love

FRANCE. Cacharel’s latest feminine fragrance, Amor Amor, has generated impressive first-quarter sales for L’Oréal Produits de Luxe International. According to the group, it is Cacharel’s best-selling scent, and ranked among the top ten women’s fragrances in most European countries during February – boosted by some innovative promotional events.

In particular, the fragrance colour, design and “weapon of seduction” positioning made it an ideal gift for Valentine’s Day. To capitalise on this, L’Oréal organised a number of special events in European airports. For example, stores at Paris Charles de Gaulle airport sported special red livery for two weeks, during which period sales more than tripled.

Total Cacharel sales at European airports increased by +36% in February, versus the same month in 2003.

The recent roll-out of the fragrance in Greece and Dubai travel retail has also boosted sales significantly, according to the group.

Pictured above left and right: Amor Amor special events at Paris Charles de Gaulle terminal 2F and Athens Spata airport


Amor Amor takes flight on Air France – 30 January 2004

Cacharel creates love elixir – 14 September 2003

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