UK. The Aramis and Designer Fragrances division of The Estée Lauder Cos has expanded its portfolio with a number of travel retail exclusives and seasonal launches.
The Aramis Life Collection is being extended this month with Aramis Life, My Summer (left). Described as a refreshing, yet soft and sensual fragrance, the juice features a frozen citrus lime accord, complemented by orris, roasted nuts, saffron and malt extract.
Like the original Aramis Life fragrance, it is inspired by tennis star Andre Agassi. “The scent is soft-spoken, understated but powerful, just like Andre,” commented Estée Lauder Cos Vice President of Corporate Fragrance Development Raymond Matts.
The launch of Aramis Life, My Summer is being supported by a new ad visual, shot by Peter Lindburgh. It features Agassi in more carefree mode, and is designed to evoke a feeling of calm, light and airiness.
To differentiate it from the original, the summer scent is presented in a frosted white flacon, topped with a blue cap. The outer carton also features a new white/blue livery, complete with sleeve sporting the new Agassi visual.
Still with Aramis Life, a new travel retail exclusive set will be launched in April. Combining both fragrance and skincare, it will feature a 100ml Aramis Life edt spray; an Aramis Lab Series 15ml Age Rescue Skin Care Therapy; and a Lab Series 7ml Eye Rescue Undereye Therapy. The latter two are bonus items.
In addition, within the Aramis Classic franchise, a new summer fragrance is being launched this month.
Bermuda Tonic (above) captures the atmosphere of Bermuda’s cool sea breezes, lush tropical shade and refined elegance, according to the company.
The juice – described as clean and refreshing – features crisp, green notes, citrus accords, a floral heart, and a base of rum, milk and soft woods.
It is presented in a graduated blue flacon, encased in a blue/white striped outer carton.
Meanwhile, Tommy Hilfiger is set to expand its True Star collection with a new travel retail exclusive set, which will be launched in May.
Be True features a 100ml edp True Star spray and a pale blue, sequinned/satin evening bag as a bonus item.
For Tommy Girl, Hilfiger has created a new On The Move travel retail exclusive set. It will be available in Asia-Pacific and the Americas only from May.
The set comprises a 100ml Tommy Girl Cologne Spray and a bonus folding backpack.
Lastly, for Donna Karan Cosmetics, the company has created a new gwp for the travel retail channel.
The DKNY City Dream bag will be offered to consumers purchasing two products from the DKNY fragrance collection.
The black, compact bag folds out when needed to a full-size travel bag.
MORE STORIES ON ARAMIS AND DESIGNER FRAGRANCES
Aramis sends tommy duo surfing – 15/03/05
DKNY Be Delicious extends its bite – 02/03/05
Aramis and Designer Fragrances unveils new travel retail exclusive sets – 14/02/05
