THE NETHERLANDS. Earlier this month Lancaster Group unveiled its ambitious new fragrance duo from the Jil Sander beauty stable.
Jil Sander Sport features a men’s and women’s fragrance – Sport Jil Sander for Women and Sport Jil Sander for Men. The two lines are targeted at a younger (18-25 year-old) consumer than the fashion brand’s traditionally more mature clientele. Both lines are packaged in bright colours – fluorescent orange for the men’s, and hot pink for the women’s.
Here is a selection of images from the launch party and press conference in Amsterdam.
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The Moodie Report Publisher and Editor Martin Moodie (left picture, left) was present at the launch. Lancaster Group Senior Vice President of Marketing, Fragrances Françoise Mariez (right picture, right), told The Moodie Report that the new lines would be rolled out in travel retail in May, coinciding with the domestic launches in Jil Sander’s traditional strongholds – the Germanic markets and nearby countries such as the Netherlands and Belgium. | |
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Jil Sander Sport comprises a men’s and women’s fragrance – Sport Jil Sander for Women and Sport Jil Sander for Men. Packaged in bright colours – fluorescent orange for the men’s and hot pink for the women’s – both lines are targeted at a younger (18-25 year-old) consumer than the fashion brand’s traditionally more mature client. | |
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“Jil Sander is a key strategic brand for us,” said Mariez. “It’s very strong in the Germanic areas but with the potential to grow elsewhere – especially with this new franchise that is targeted at young people. It’s a refreshed vision of the brand, especially with the strong colours we have chosen.” | |
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Countries that attract significant numbers of German tourists will also be targeted in travel retail. “In our core countries we would like to be top ten [in volume] and in our strongest markets, top five,” Mariez said. | |
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The press was treated to an acrobatic show and refreshments after the presentation. Hot pink and fluorescent orange displays were used to reinforce the identity and the positioning of the products. The colours are intended to make Sport Jil Sander stand out on the shelves. | |
MORE STORIES ON JIL SANDER
Lancaster unveils new sporting duo from Jil Sander – 02/02/05
Jil Sander prepares to launch Pure for Men – 23/07/04
The Lancaster Group extends Jil Sander and JLo portfolio – 31/03/04
