SPAIN. Spanish house Puig, which holds the fragrance license for Carolina Herrera, will unveil Chic for Men in selected markets from January 2004. The line will be launched into European and Middle Eastern travel retail next March/April, before rolling out to Asia in September.
The launch is a key step in the development of Carolina Herrera’s fragrance business. Puig’s goal is to build it into the “most prestigious” US brand.
The target consumer for Chic for Men is described by Puig as original, imaginative, witty, well travelled and spontaneous. “Chic is all about attitude,” a company spokesman told The Moodie Report. “What’s important is individual style.”
The juice – a modern, fresh, woody oriental – is presented in a heavy, luxurious, “ink-pot” style flacon, designed by Fabien Baron. The line features 50ml and 100ml edts, a 100ml aftershave, a moisturiser and a deo stick.
The launch will be supported by a TV and print ad campaign featuring striking black-and-white visuals.
In other news, Puig has created special limited editions for its avant-garde brand Comme des Garçons. “Comme des Garçons is one of our “˜rule-breaker’ brands,” explained a Puig spokesman. “We signed the agreement with the company just last year. Our first project has been to take the existing Comme des Garçons 2 fragrance and make it more accessible to consumers.”
Consequently, Happy Pillow Comme des Garçons 2 will be launched into selected domestic and travel retail doors this month, for a limited period. Instead of the usual flat, silver-flask flacon, this 50ml edp version features an unusual brown velvet “beanie-style” bottle. It is presented in a distinctive outer carton embossed with Happy Pillow in striking silver.
Another limited edition, Flower Power, will be introduced next spring/summer. As the name suggests, this version features a flacon painted with flowers. Both items will be parity pricing.
“We believe that there is room for alternative brands such as Comme des Garçons in the market,” added the spokesman, “and we will be looking to broaden its distribution. We are committed to producing things that are different – we won’t be predictable.”
