 |
Colorful Licenses President Cees Homburg (centre): “The fragrance will be totally coherent with Betsey’s fashion” |
NETHERLANDS. Dutch fragrance and accessories specialist Colorful Licenses unveiled preliminary details of the first Betsey Johnson fragrance (The Moodie Report.com, 15 February) at last month’s IAADFS show in Fort Lauderdale.
The debut scent from the US fashion designer will be officially unveiled in New York in May, while the worldwide roll-out is slated to begin in September.
The fragrance will be a key focus for Colorful Licenses at this October’s TFWA World Exhibition in Cannes.
“The fragrance will be totally coherent with Betsey’s fashion,” explained Colorful Licenses President Cees Homburg. “The juice is a fruity-floriental. The packaging will be colourful and extrovert, with an opulent velvet element and an eye-catching cap.”
The fragrance will be the latest chapter of a wide-ranging diversification process that has seen Betsey Johnson evolve from its apparel roots into a leading US lifestyle brand.
In 2003, Johnson licensed shoes, leg wear, lingerie and jeans, followed by handbags, belts and accessories one year later.
Homburg was reluctant to pigeon-hole the fragrance’s target market, citing the brand’s wide appeal. “Young consumers will be core,” he noted, “but, like Betsey’s fashion, it will also attract the young at heart.” The price positioning will be around US$55 for the 50ml edp.
Homburg also acknowledged the broader beauty potential for the Betsey Johnson brand. “Fragrance is the first step, but in principle the prospects are promising for other items such as colour cosmetics. That may be a possibility for the future,” he concluded.
MORE STORIES ON COLORFUL LICENSES
Colorful Licenses inks Betsey Johnson fragrance deal – 15/02/06
Oilily seeks US partner in Americas drive; boosts bag and beauty ranges – 04/04/06
Brand Showcase: Oilily beauty and accessories to take Voyage into travel retail – 04/03/05
