FRANCE/GERMANY. Parfums Azzaro, the long-term licensee for Porsche Design fragrances, unveiled further details of its first-ever launch, Porsche Design The Essence, during a travel retail briefing at the Azzaro offices in Paris on Monday.
As previously reported, German luxury brand Porsche Design will enter the selective fragrance arena later this year, in partnership with Clarins Group-owned Parfums Azzaro.
Aimed at style-conscious men aged from 35 to 55, The Essence bottle is made from blue frosted glass with black brushed metal details and was designed by the Porsche Design team, based at their studio in Zell am See in Austria. The linear bottle has no lid or cap, allowing the user to simply push a button to release the juice.
The juice, created by IFF, is described as fresh, aromatic and woody with “blizzard and tundra” accords which play on the theme of cold and warm at the same time.
A complete range of products is available, including an 80ml Luxury Edition featuring an all-aluminium bottle, which will retail in travel retail at €66 and is expected to be sold as a limited-edition product for Christmas. Travel retail prices for the core range are €40 for the 50ml edt and €56 for the 80ml edt; a deo stick and aftershave are also offered to travel retailers. The line is not available in a 100ml size because of the constraints of the bottle design.
The Essence will be sold in 400 doors, with 100 top-end doors carrying the 80ml Luxury Edition line. European travel retail will be a showcase for the brand at major airport locations such as London Heathrow, Paris Charles de Gaulle, Frankfurt, Amsterdam Schiphol, Dublin and Moscow, and airlines such as British Airways, Air France and KLM. The Essence will also be featured at the key European travel retail freestanding Porsche Design boutiques at airports including Frankfurt, Munich, Copenhagen, London and Stuttgart.
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Stylish line-up: Porsche Design accelerates towards its debut fragrance launch, scheduled for October 2008 |
Parfums Azzaro Travel Retail Europe Marketing Manager Massimiliano Giordano-Don said the company had developed hi-tech back walls, gondolas, fragrance dispensers and shelf talkers especially for travel retailers. An important target group will be impulse purchasers, including women who will buy the product as a gift, he added.
Although the fragrance is expected to be strong in airports across Northern Europe and Scandinavia, the company wants to develop the Mediterranean region.
Groupe Clarins Regional Director Travel Retail Europe Nicolas Piquereau said that the company wanted to “step aside” from the car industry and “enter a new category of design” with the Porsche Design fragrance brand, in a bid to appeal to the widest range of consumers.
Following an exclusive 15 September launch at German perfumery chain Douglas and Harrods in the UK, The Essence will be rolled out to stores in Europe, the Middle East, Eastern Europe and Russia from October, followed by other markets early 2009.
Porsche Design Fragrance plans a number of HPPs and podiums in airports to support the launch. Among the most exciting is expected to be the construction of a Porsche Design “apartment” covering an area of 30sq m at Zurich Airport with The Nuance Group. The living space will highlight a range of Porsche Design products, such as a radio, lamp and mobile phone.
Travel retail exclusive packs, including compact sets for travellers, will also be introduced next year.
MORE STORIES ON PARFUMS AZZARO/PORSCHE DESIGN
Porsche Design revs up for debut fragrance launch – 02/06/08
Porsche Design concludes license agreement with Clarins-owned Parfums Azzaro – 30/06/06
