FRANCE. The beauty licensing agreement signed in December 2002 by designer Gerry Weber and Cosmopolitan Cosmetics is about to bear fruit.
The debut fragrance, Gerry Weber Woman, is being launched this month into selected domestic and travel retail markets, including Germany, Switzerland, Austria, the Netherlands, Poland and the Czech Republic.
The fragrance, which targets women aged 35 to 59 years old, is being positioned as classic, conservative and elegant, in line with Weber’s ready-to-wear fashion portfolio, which includes eyewear, bags, watches and jewellery.
The Gerry Weber brand shot to fame in the 1980s, thanks largely to a sponsorship deal with tennis player Steffi Graf. About 42% of its turnover is generated from export.
England, Ireland, the Benelux countries, Austria and Switzerland lead the brand’s international sales. Scandinavia, Eastern Europe, Asia, the Middle East and Canada are also said to be performing well.
The Gerry Weber Woman juice, a floral-fruity-woody, opens on notes of bitter orange and spicy pepper, rounded out by redcurrant and freesia. The heart features peony, cyclamen, heliotrope and jasmine, complemented by teak and vetiver. The base includes sandalwood, amber, vanilla and musk.
The flacon is a tapered glass column, topped with a prism-like cap. The outer carton is coloured a pale peachy beige and silver.
The fragrance line-up comprises a 30ml edp, and 30ml and 50ml edt sprays (priced domestically at €28, €25 and €33, respectively). The ancillaries include a 200ml Bath & Shower Gel, a 200ml Body Milk, a 150ml Deodorant Spray and a 75ml Deo natural spray, each priced at €12.95.
The launch is being supported by a print campaign shot by Greg Kadel and featuring the model Elaine Irvin Mellencamp.
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