FRAGRANCES: Ralph Lauren shows off its true Blue credentials

FRANCE. As revealed by The Moodie Report.com (2 July 2003), L’Oréal Produits de Luxe International is poised to build on the success of its Polo Blue men’s fragrance with the introduction of a women’s line, Ralph Lauren Blue. The line made its debut on the US domestic market at the end of the last year, and was previewed at last October’s TFWA World Exhibition. It will enter Americas travel retail in March, before rolling out to Europe in April and Japan in May.

Described as a casually elegant modern classic, Ralph Lauren Blue is a cool, fresh floral. The juice features notes of lotus flower, jasmine and sandalwood, which are designed to evoke, variously, a tropical island, the shores of Nantucket and a desert spa. The fragrance is presented in a deep blue flacon, topped with a silver cap inscribed with the RL initials. The outer carton is also a rich, textured colour blue, accented with white script lettering.

The target consumer is aged 20 to 49 years old, and is sexy, self-assured, active and independent, according to L’Oréal.

The line-up includes 75ml and 125ml edt sprays, a 200ml shower gel and a 200ml moisturizing body gel – both of which are vitamin-enriched. The recommended travel retail price points for the fragrance references are €42.40 and €57.60, respectively.

In other fragrance news from the L’Oréal group, Cacharel’s Amor Amor line continues to go from strength to strength. Recently listed onboard Air France (The Moodie Report.com, 30 January 2004), it is now the top-selling Cacharel line in the travel retail channel, and ranks in the top ten fragrances in most of its tax free locations. L’Oréal has created a new promotional programme to support the brand, in a number of key European airports such as Amsterdam Schiphol. Travellers who purchase two Cacharel products are offered a “˜Hearts Collection’ shopping bag gwp.

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