FRANCE. Kaloo et Clayeux Parfums is preparing to further strengthen its presence in travel retail, with new products and dedicated merchandising. “Children’s fragrances are very much a growing segment,” company spokesperson Priscilla Beaulieu told The Moodie Report. “We are already strong in many markets, but we believe that there is still plenty of untapped potential in this channel.”
Kaloo Parfums targets primarily babies aged one month to three years. The first fragrance line was launched in 2001; last year the brand ranked number two in terms of sell-out among selective children’s fragrances in France, according to Secodip figures.
Worldwide, the brand is now available in about 1,800 doors, including department stores such as Galeries Lafayette and Printemps, and specialist perfumeries such as Sephora. In France, the products are also available within 400 dedicated baby stores.
Within travel retail, Kaloo Parfums are carried by leading retailers in key airport locations, such as Paris Charles de Gaulle, Dubai, Abu Dhabi, Mexico, Ezeiza, Narita and Kansai. Inflight listings to date include Emirates, Gulf Air, Eva Air, Asiana, Saudi Arabian Airlines, Corsair and Virgin Express.
“Obviously, some markets are more receptive to these products than others,” explained Beaulieu. “It is largely a question of income, sophistication and trust.”
Described as selective yet affordable, the core Kaloo collection features six “Eaux de Senteur” – four for babies, and two for older children (three to eight years old).
All the fragrance flacons incorporate a cap in the form of a soft toy. In addition, the company has created innovative coffrets, in round “hat box” style presentations. These contain one Eau de Senteur fragrance and a “P’tit Dou” cuddly toy. The toy is available in different versions, for example, as a bracelet rattle which can be attached to a cradle or push-chair, or a mini-mobile which can be hung in a nursery.
The latest coffret (pictured above) is Kaloo Neige (Snow Flake), which was created for Christmas 2003. The alcohol-free, orange blossom fragrance (suitable for both girl and boy babies) is presented in a white, soft-touch flacon, topped with a teddy bear head. Two versions are available. The Coffret P’tit Dou features a 100ml fragrance and a soft, teddy “Doudou” comforter. The Coffret Mini Patapouf features a 100ml fragrance and a toy teddy.
Kaloo Parfums’ innovative and eye-catching packaging is also paying dividends. This year, for the third consecutive year, the company received the Marionnaud Flacon d’Or 2004 Award. Kaloo Neige received the Flacon d’Argent (Silver) Junior Award 2004. The awards are voted for by consumers from all over Europe.
This autumn, the range will be extended with a new line called Kaloo 1,2,3, which targets children aged one to three. The three new Eaux de Senteur (all alcohol-free) are presented in bright, colourful flacons, again topped with a cuddly toy-style cap. Kaloo 1 is a teddy bear; Kaloo 2 is a rabbit; Kaloo 3 is a mouse. All three will be available in Mini Patapouf coffret presentations.
The company is also focusing on its second children’s fragrance brand, Clayeux Parfums, which was launched in earnest this year. The fragrances, which benefit from a strong synergy with the Clayeux children’s fashion brand, target girls aged six to 12 in Europe, and 15 to 18 in Asia.
“Clayeux fashion is particularly well known in France,” explained Beaulieu. “Worldwide, there are more than 200 points of sale for the brand.” These are located in France, Italy, Spain, Portugal, Greece, Brazil, Morocco, Saudi Arabia and Tunisia.
This spring the company launched three colourful edts: Maëlle Coeur; Maëlle Fleur and Maëlle Libellule. All are presented in flacons encased in a bright, knit fabric, closed with a hair bow in various designs (a heart, flower or dragonfly).
In addition, there are two 50ml Eaux de Senteur alcohol-free fragrances, for babies. Bébé Clayeux Rose is for girls and Moi Bébé Clayeux Bleu is for boys.
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