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Lauder Beyond Paradise Men is geared at consumers in the 18-to-34 age group, in line with the original’s successful attempts to reach out to a younger consumer base than the typical Estée Lauder fragrance wearer. |
US. Estée Lauder is building on the success of its 2003 blockbuster women’s fragrance Beyond Paradise with a follow-up for men.
Lauder Beyond Paradise Men was unveiled in London, UK last night and is set for a selected domestic and travel retail roll-out later this year (see schedule table below).
The original Beyond Paradise has been a smash hit in US domestic retail and performed very strongly in duty free. According to Women’s Wear Daily, its sales exceeded US$60 million at retail in the US domestic market last year out of global sales of US$100 million.
Lauder is investing heavily in Beyond Paradise Men in the hopes of another success story.
The men’s scent is primarily geared at consumers in the 18-to-34 age group, in line with the original’s successful attempts to reach out to a younger consumer base than the typical Estée Lauder fragrance wearer. Daniel Annese, Vice-President of Marketing, North America told The Moodie Report that 40% of the consumers for Beyond Paradise for women were under 30. Around two-thirds of those who purchased the fragrance during its first few months instore had never before purchased a Lauder fragrance.
Senior Vice-President of Corporate Fragrance Worldwide Karyn Khoury, who co-developed the fragrance, said the scent was “all about what constitutes fantasy for men”.
To find the exotic base it was seeking, the beauty house once again collaborated with the Eden Project, a Cornwall, UK-based haven to over 100,000 types of exotic plants and flowers. Beyond Paradise Men utilizes four fragrance elements only found at the Eden Project – Eden’s Mist, Eden Buchu, Eden Vetiver and Golden Melaleuca.
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Jon Passavant, the new face of Lauder Beyond Paradise Men. |
The company is using a male spokesmodel to promote the new line – supermodel Jon Passavant.
The launch was conducted in a three bedroom penthouse at the appropriately named Eden apartment building at a flagship housing development in London called Kew Riverside.
Lauder teamed up with local design company Connections in Design, which was briefed to style the penthouse as an interpretation of the fragrance and of Passavant’s lifestyle – with spectacular results.
Fragrance details: Described as a “˜Prismatic Wood’ designed to “˜reflect light, energy and movement’.
Bottle details: Glass bottle infused with prisms of blue (water), green (nature), red (passion) and purple (sensuality).
Travel retail launch dates
Americas, Asia, UK: October 2004 (September 2004 domestic launch in each case)
Continental Europe: Autumn 2005
UK/US domestic price points:
Cologne Spray 50ml: £28; US$40
Cologne Spray 100ml: £39; US$56
After Shave 100ml: £29; US$42
After Shave Balm: £29; US$42
MORE STORIES ON BEYOND PARADISE
Estée Lauder goes further Beyond Paradise – 05/04/04
Estée Lauder takes consumers – and The Moodie Report readers – to Paradise and Beyond – 16/08/03
Estée Lauder prepares to take consumers Beyond Paradise – 22/06/03
