US. Cosmopolitan Cosmetics unveiled a new, flagship women’s fragrance from Escada at the recent IAADFS show in Fort Lauderdale.
“This new, permanent addition to the Escada portfolio will take the base business to a new level,” Marketing Manager Vanessa Bessler told The Moodie Report.
The scent, called simply Escada, has a “pure luxury” positioning, and will be priced – and promoted – accordingly. It will be available as a 30ml, 50ml and 100ml edp, plus a body lotion.
The pale green juice is presented in a heavy glass flacon. The advertising visual will feature diamonds. “They are the perfect projection of pure luxury,” explained Bessler. “And they are also known as a girl’s best friend, which ties in with how the scent will be promoted.”
Escada will be launched in the second half of the year, from September/October onwards. “We intend for it to become an immediate classic,” added Bessler, “which means it will be successful now and also in ten years’ time.”
The latest, seasonal fashion fragrance from Escada, Rockin’ Rio (The Moodie Report.com, 29 December 2004), was also presented at the show. “Each year’s seasonal scent exceeds the turnover of its predecessor by about +20%,” commented Bessler, “so we have very high expectations for this launch.”
Other new introductions include the masculine fragrance Dunhill Fresh, described as a more modern, contemporary extension of the signature Dunhill classic.
The fragrance is shipping now and will be on-counter by June in time for Father’s Day.
The juice, created by Maurice Roucel of Symrise, is described as crisp and clean. It opens on top notes of basil and freesia, leading to a watery floral heart of violet and orris, on a base of woods, leather and patchouli.
The range comprises 50ml and 100ml edt sprays, a 100ml after shave lotion, a 200ml shower breeze and a 75ml deo stick. The recommended domestic price points range from €19 to €49.
The overall fragrance concept revolves around freedom, simplicity and renewal. This is conveyed by the print campaign (pictured), which features a male model in a linen shirt, gazing out to sea.
Also presented at the show was the new feminine fragrance from Gabriela Sabatini, called Elegance. “The Sabatini scents are very popular, especially in South America,” explained Bessler. “The different fragrances depict the difference faces of Gabriela, and this one shows off her elegance, but in a casual, accessible way.”
Other novelties in the pipeline include a new men’s fragrance from Montblanc and a limited edition scent from Gucci.
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