German fragrance house Mäurer & Wirtz (M&W) is launching a new version of one of its oldest fragrances, as it aims to grow its travel retail presence in new markets.
Targeted at 20 to 40-year-olds, 4711 Wunderwasser is a unisex fragrance that is presented in male and female fragrance Wunderwasser bottles, designed by Peter Schmidt.
4711 Wunderwasser (right) is a clear departure from its original incarnation, the Original 4711 Cologne (left), which has a strong presence in travel retail in Germany and EuropeWith nearly 222 years of history behind the brand, the new fragrance’s presentation is markedly different than the Original 4711 Cologne, which is currently sold in 51 duty free locations worldwide, including border shops, ferries and the military. M&W is also known for the prestige Baldessarini line.
Company Senior Area Manager Margareta Klein said the company is in “serious negotiation” with three key retail groups and has recently confirmed “numerous new airline listings”.
She said: “M&W is totally committed to travel retail and we really intend to build our business this year. We’re one of the top five perfume producing companies in Germany – I don’t think people realise just how big we are. We have the infrastructure and resources to support our presence in travel retail with shop in shops, great display concepts, high profile promotions, incentives and exclusives.”
M&W Senior Area Manager Margareta Klein said the company is committed to the travel retail channel and is on the verge of announcing new retail and airline partnersThe company is strong in travel retail locations close to its home market in Germany and Europe, working with Gebr Heinemann as its key partner. Major airport listings with Heinemann include Cologne, Hamburg, Frankfurt, Munich, Copenhagen, Budapest, Vienna, Moscow, Kiev and Oslo.
M&W is also listed with a number of airlines, including Germanwings, Sun Express, Onurair and Pegasus Airlines.
Klein said: “We feel there is far more potential for the brand within travel retail globally and since the company has taken action to bring the 4711 offer to a younger and wider audience, such as with the introduction in 2011 of 4711 Nouveau Cologne, feel the time is now right to also target travel retailers globally. Certainly on domestic markets we are building distribution in both South America and Asia which we hope will be reflected in travel retail.”
This year M&W has re-launched its bodycare line for 4711 Acqua Colonia, a collection of five eaux de cologne. All five scents in the range, including the latest, Pink Pepper & Grapefruit, are offered in a miniature collection that is sold in travel retail. Other fragrances include Mandarine & Cardamom, Melissa & Verbena, Lemon & Ginger and Blood Orange & Basil.
The miniature collection of the 4711 Acqua Colonia is sold in travel retail and features five eaux de cologne4711 Wunderwasser is available in a soft, round-shaped bottle in subtle blue shades for women and in dark blue hues for men. Both flacons are presented in boxes with 50ml and 90ml natural sprays as well as shower gel, deodorant and body lotion.
Klein added she hopes that as retailers give more attention to 4711, the company’s Baldessarini line will also build distribution beyond its strong base at Gebr Heinemann locations.
She said: “We are very committed to continuing our strong partnership with Heinemann – and indeed will be announcing details of a major project later this month (April) but we are really convinced that the M&W offer can be attractive to a wider audience. Indeed, as a group the company has 14 brands, 44 product lines and some 740 different products. Alongside 4711 and Baldessarini, which are established in travel retail, we also offer the prestigious Strellson line and a whole raft of beauty brands such as Tabac, plus licensed lines for Betty Barclay, s.Oliver, Tosca and Otto Kern.”
