US. Fashion designer Tommy Hilfiger, a licensee of The Estée Lauder Cos, has joined forces with pop diva Beyoncé Knowles, who will appear in the advertising campaign for a new Hilfiger’s women’s fragrance. The scent is set to break in the US in September before rolling out worldwide in October. “We believe this is a groundbreaking moment for this division,” Lauder group president Patrick Bousquet-Chavanne told Women’s Wear Daily.
The Tommy Hilfiger Toiletries division has under-performed in recent years and Bousquet-Chavanne admitted it was in need of a major boost. “We believe that aligning the renewed fashion strength of Tommy Hilfiger [with Knowles’ participation] will result in increased energy for the fragrance franchise. We still own a substantial equity in the men’s and women’s fragrance world, and this project is our way of re-engaging the consumer with a truly global fragrance concept.”
Knowles is an ideal choice for the role of redeemer, as she is equally at home in the realms of music, fashion, film and beauty. Interestingly, she has recently advertised make-up for the L’Oréal group, and is reported to be on the verge of launching her own fashion line. When asked if Lauder intended to sign a fragrance license with Beyoncé herself, Bousquet-Chavanne said that would be premature, stating firmly: “First we want to revitalize the Tommy Hilfiger brand in the US.”
Details of the new fragrance have yet to be revealed, except that Hilfiger’s name will be on the bottle. Knowles, however, will star in the TV and print advertising, and is reportedly composing a song that will be used in the campaign. Lauder maintains that she will be an “active creative partner” in the project, as opposed to just a high-profile promotional face.
The company has high hopes for the new scent, with a top five target in the US. Hilfiger’s original men’s and women’s fragrances stormed onto the market in the mid-1990s, but certain subsequent launches have fallen short of blockbuster status.
It is hoped that the new fragrance will re-ignite the interest of the prime youthful Tommy customer. The key target market is 25 to 45-year-olds, along with so-called “lapsed” users i.e. 15 to 25-year-olds.
It is likely that a male music star will be signed for a similar men’s Hilfiger fragrance. Sean Combs (aka P Diddy) is rumoured to be among the front-runners.
