FRANCE. Beauté Prestige International (BPI) showed off its latest fragrance introduction, Jean Paul Gaultier to the Power of Two, at this month’s TFWA World Exhibition in Cannes.
The unisex scent began rolling out in September.
“We installed 160 animations worldwide in travel retail,” BPI Director International Travel Retail Louis-Benoît Barth told The Moodie Report. “The “˜meeting point’ theme has worked very well. For example, at one point we were selling 100 products at day at Amsterdam [Schiphol Airport].”
The fragrance concept revolves around sharing and togetherness. This is reflected in both the advertising and the packaging: the flacon itself is magnetic.
That theme will be further enhanced next March, six months after the launch. “We will introduce a new presentation, 2 x 20ml, called One for You, One for Me,” explained Barth. “It will be sold with a collection of magnet messages.
“We will also launch a collection of body products, to include deodorant, body lotion and shower gel.”
Other innovations from Gaultier next year include smaller sizes of Le Mâle and Classique for spring; a Garden of Eden “Temptation” event for Valentine’s Day; a kites theme for the annual summer fragrances; and an X-Ray animation in June specifically for the travel retail channel.
Meanwhile, there is plenty of activity planned for Issey Miyake too. “Next autumn we will recreate the edp line for L’Eau d’Issey,” Barth confirmed. “There will be four new skus. Our intention is to upgrade the product, with a more premium offering and price points.”
In addition, at Cannes BPI presented new travel retail exclusive sets, which will be launched at the beginning of next year. There will also be a colourful spring animation and new summer editions.
Lastly, the L’Eau d’Issey pour Homme product portfolio will be expanded with a large, 200ml version.
BPI’s third designer fragrance pillar, Narciso Rodriguez for her, will be refreshed next year with a new coffret presentation and a selection of special editions. There will also be a gwp promotion: for every two products purchased consumers will be offered a free 30ml body cream.
“In line with its upscale positioning, the distribution for Narciso will remain more limited than for our other fragrances,” Barth explained. “Quality remains extremely important; we have invested a lot in the products themselves.”
In August, BPI will introduce the new edp line into travel retail. To differentiate it from the edt, the colour scheme will be reversed. Consequently, the edps will be presented in a pink flacon and a black outer carton.
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