US. P & G Prestige Beauté unveiled its latest initiative for women Boss Intense at the Duty Free Show of the Americas last week. Boss Intense will be the biggest female launch ever for the house of Boss and is due to go on shelf in September, available as 50ml and 90ml eau de parfum, body lotion, shower gel and deo roll on.
The target market for Intense (pictured) is the mature, sophisticated and elegant 25 to 35 year old woman. The brand conveys the core Boss values of success and self confidence in a distinct, seductive night-time fragrance. The curved bottle is reminiscent of the shape of a woman’s leg and initial consumer testing has shown this conveys the themes of fire and passion, and is also easy to distinguish on the shelf.
P & G says Intense will also appeal to those 25% of women who use fragrances and who have aspirations to the values of Boss, but who do not identify with the concept and scent of Boss Woman. Whilst the female fragrance market is twice as big as the male segment, Boss Woman currently only provides 20% of sales of the Boss house and clearly P & G sees this as an opportunity.
Also on show in Orlando was the relaunched Joy by Jean Patou and the completely new ENJoy which has a younger appeal based on the rich heritage of the classic Joy fragrance. Joy is now available in an update, luxurious onyx bottle with white packaging and gold trim as 30ml, 50ml and 75ml eau de parfum. ENJoy will have an August launch with shipments beginning in July. ENJoy will be launched with very exclusive distribution, in prestigious stores using a personalised space, available in distinctive lilac and pink packaging as 30ml, 50ml, 75ml eau de parfum, body lotion, shower gel and deo roll on. P & G said it is aiming to extend the prestige of Jean Patou to younger consumers, with greatly increasing sales volumes.
Travel retail price points for Boss Intense and ENJoy by Jean Patou are not yet available but will be within the range of existing lines. Enquiries to Jurgen Jost, travel retail director at jost.jg@pg.com
