UK. The Estée Lauder Cos has unveiled the new women’s fragrance from licensee Tommy Hilfiger. True Star, inspired by pop superstar Beyoncé Knowles, will be launched in the US this September, before rolling out worldwide one month later. The travel retail introduction will be simultaneous with the corresponding domestic markets.
“Working with Tommy Hilfiger has been a great experience for all of us,” commented Aramis and Designer Fragrances President Fabrice Weber at the international launch event in London. “It’s been a wonderful partnership. When it began 10 years ago, it simply took the market by storm.”
He added: “We needed to celebrate those ten years, and also the fact that in 2005 Tommy will have been designing fashion for 20 years. We knew we needed to do something spectacular – and we have.
“Beyoncé is the most successful and spectacular artist of her generation in the music industry and we believe she is going to go much, much further. But True Star is not about the megastar; it’s about the private moment that the megastar is showing you.”
Hilfiger explained: “We’ve been doing press interviews all day, and the same question keeps coming up: why Beyoncé? It’s a very simple answer, and I’m sure you all know it. Beyoncé is a true star, in the true sense of the word. She is unusual: not only is she talented, creative and beautiful, she has compassion for what she does, and is very close to her family. She’s humble; she’s a real person. She may be the most famous superstar in the world today but she is down-to-earth.”
Beyoncé herself added: “I am so thrilled and so excited to be a part of this. It’s historical for me. Not many women in the world can say they have their own fragrance – and especially not many black women, so this is wonderful. [True Star] is classy, timeless and beautiful.”
The True Star fragrance features contrasting florals, in addition to notes of toasted grains. The juice is presented in a slender, sculpted glass bottle designed to resemble an award. The outer packaging – blue and white with a silver star – sports a sleeve featuring a visual of Beyoncé.
The initial line-up comprises 50ml and 100ml edps (€48 and €63), a 200ml body lotion (€30), a 200ml shower gel (€28) and a 100ml deo spray (€19). Later this year these will be joined by a 30ml edp (€40) and a 50ml Fragrance Satin Shimmer (€28).
The launch will be supported by extensive print and TV/cinema advertising. The former has been shot by Mario Testino. In the latter (directed by Laurent Chanez), Beyoncé sings an unaccompanied version of “Wishing on a Star”. There will also be extensive sampling.
The Lauder group has made no secret of its aspirations for True Star, targeting a top five slot in the US. When news of the Hilfiger/Beyoncé collaboration first broke, group president Patrick Bousquet-Chavanne described it as a “groundbreaking moment” for the division (The Moodie Report.com, 27 January).
Consequently, the investment will be sizeable. Women’s Wear Daily estimated the budget for the US launch alone to be upward of US$15 million. Industry sources suggest the brand is aiming to generate US$50 million at retail in the US market during its first year.
The Lauder group admits that Tommy Hilfiger Toiletries is in need of a new flagship fragrance. The first Hilfiger scents 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, although a younger segment (15 to 25-year olds) will also be important.
MORE STORIES ON THE ESTÉE LAUDER GROUP
The Estée Lauder Companies unveils senior posts – 20/06/04
Lauder takes Men Beyond Paradise – 16/06/04
