SWITZERLAND. The first feminine fragrance from Britney Spears and the new men’s fragrance from Gant are among the key priorities in travel retail for Elizabeth Arden.
Curious Britney Spears (pictured) made its debut in selected domestic doors earlier this autumn (The Moodie Report.com, 28 August) and is now being rolled out internationally.
“The fragrance should be on-counter in travel retail by March 2005,” Elizabeth Arden General Manager Travel Retail Europe & Middle East Barratt West told The Moodie Report.
“It is such an interesting project, and one which we feel can genuinely grow the market. There is such a gap in travel retail in terms of gifts that are suitable for girls aged 12 and up. Confectionery and plush items are great for a younger age-group, but the young teen market – which demands more variety – is not very well catered for. This type of fragrance is just ideal.”
The target consumer for Curious Britney Spears is aged roughly from 12 to 28. Given the singer’s huge fan-base, there should be a broad and ready-made clientele for the fragrance.
According to West, in the US alone, Britney’s fan club encompasses five million members, each of whom pay US$25 per year to belong. All types of Britney merchandise is hugely popular, and early indications are that the fragrance will be too.
“The initial rankings from the key US department stores are great,” commented West. “We are very excited about the potential for travel retail.”
Meanwhile, within the men’s sector Arden is gearing up for the roll-out of its first Gant masculine scent.
Elizabeth Arden International (a wholly-owned subsidiary of Elizabeth Arden Inc) signed an exclusive licensing agreement with Gant Company, to manufacture and distribute fragrances and associated products for Gant, effective 1 July last year (The Moodie Report.com, 11 June 2003).
“Within Europe, Gant fashion is very strong in markets such as Denmark, Sweden and Norway,” explained West. “We will be looking to introduce the fragrance in selected airport doors from spring 2005.”
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Elizabeth Arden makes Sparks Fly – 01/09/04
