SPAIN. As revealed by The Moodie Report.com (6 November 2003), Spanish house Puig, which holds the fragrance license for Carolina Herrera, is preparing to roll out its Chic for Men masculine fragrance. The line (pictured left) will be on-counter in European travel retail from March.
The launch has been described by the company as a key step in the development of Carolina Herrera’s fragrance business, in line with Puig’s goal to build it into the “most prestigious” US brand. Chic for Men is the third men’s fragrance from the designer, and forms a masterbrand with its feminine counterpart, Chic.
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 last year. “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 outer carton is predominantly -off-white with the fragrance name printed on the front inside a square, black block.
The fragrance line comprises 60ml and 100ml edts. The skin and body ancillaries include a 100ml aftershave, a 100ml aftershave moisturiser, a 200ml hair and body gel, a 150ml deo spray and a 75ml deo stick.
The launch will be supported by a TV and print ad campaign featuring striking black-and-white visuals.
Also launching this March into the travel retail channel is Carolina Herrera 212 On Ice, which first made its appearance as a limited edition in 2001 and has since developed into a lucrative seasonal franchise.
212 On Ice, for women, and 212 Men On Ice both feature highly impactful exterior packaging, reminiscent of a melting ice-cube. This year, there is a new fruity twist, as the interior flacons get an injection of colour: hot pink (above) for the women’s version and emerald-green (left) for the men’s.