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Tere Elwin is the new agent for Colorful Licenses in duty free and domestic markets across the Caribbean and Mexico |
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Pictured left to right are Bernard Blanc, Managing Director of Colorful Licenses Espana; Colorful Licenses President Cees Homburg; and Tere Elwin |
NETHERLANDS. Colorful Licenses presented its latest range of Oilily fashion bags and beauty accessories at the company’s first IAADFS Duty Free Show of the Americas last week.
Colorful Licenses President Cees Homburg said: “We have had representation at the show before through our previous distributor. However, now we are looking to work with new partners and this show gave us the perfect opportunity to meet with all our US clients, plus meet some potential new partners.”
Last month the company signed an agreement with an agent for the Caribbean and Mexico. Tere Elwin has been in the duty free market since 1989 with luxury brands, including Dior and Cartier.
Commenting on the new deal, she said: “I am delighted to be joining such a dynamic company and the potential for Oilily in this region is amazing. I look forward to building the brand’s presence with the region’s leading retailers. It is my intention to take this slowly and to build strong relationships. We are here for the long term and want to develop the right openings over time.”
Based in Puerto Rico, Elwin will focus on both the duty free and domestic markets across the Caribbean and Mexico.
“This region has significant numbers of both German and Dutch tourists, two areas where the brand is very well known, so this will help our business growth here,” she added.
Colorful Licenses is also looking to appoint a distributor for the US duty free market. Commenting on the need for a dedicated partner for the region, Homburg added: “We already have a very strong presence in the US local market. Oilily will be opening a flagship store in SoHo, New York this summer and this will further help our position in the region. We have had some very interesting meetings at the show and I am confident we will have the right partner on board very soon and then we will see the US duty free market grow.”
During the IAADFS show, the Colorful Licenses team met many new clients from the region and they are confident that new openings will be announced in the coming weeks.
Commenting on the success of the show, Elwin said: “We have been pleasantly surprised by the reaction to the Oilily range and the retailers are very keen to develop areas in-store. This year will be very exciting for the Oilily brand and with many new products in the range the assortment on offer is the best ever from the company.”
New products launched at the IAADFS show
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The Voyage III collection for Summer 2006 incorporates a fresh fabric design and updated features. Pictured top is the new merchandising display stand | |
Voyage III bags
The new Summer 2006 Voyage III bags join the existing Voyage collection. Boasting several new bag designs, the Voyage III collection incorporates a fresh fabric design and updated features, including the addition of external pockets and a striking lining fabric.
Twenty bag designs are available, ranging from small coin purses and folding shoppers, to large weekend bags and office bags.
The fabric design – nicknamed Phoenix Flower – was inspired by the mystical appeal of the phoenix which has been combined with the company’s signature floral, artistic appeal. The collection is available in green, brown and red.
Many models from the previous two Voyage collections – which were launched in 2005 – can also be found in the new summer range. However, subtle changes have been introduced to all designs: handles have been resized; internal and external pockets added; new materials have been used, including matching the external trims to the modern, striped lining fabric.
New items added to the Voyage collection include a diaper bag and a utility bag. “There is little innovation in the diaper bag segment, many bags are either black or just one colour. We think that the vivid and creative design of both the diaper bag and the Oilily smaller utility bag – which also includes a changing mat – will be welcomed by parents,” said Homburg.
The new season collection also sees the addition of a folding shopper – a compact bag that comes complete with matching cover pouch.
To support sales, Colorful Licenses has designed a bag display. The metal display can hold up to 30 bags and enables the retailer to offer a range of different styles in a small, compact space. If space is limited, the display can also be used by hanging bags on just one side.
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The new Oilily scented candle range and delicately flavoured lip balms | |
Oilily lip balm and candles
Building on the popularity of Oilily’s Classic fragrance, Colorful Licenses is introducing a scented candle range to complement the line.
Each candle is presented in a colourful, heart-shaped tin and the range includes four colours – blue, green, pink and purple.
“This is the first time we have had candles in the Oilily line and we believe they will be a strong addition to the collection,” said Homburg.
Colorful Licenses has developed a counter-top display for retailers so that the candles can be merchandised in various locations, including at the till point, making the candles a gift and impulse purchase. The counter display holds 16 pieces and has a space for a further 16 pieces in the back for easy refill.
The latest addition to join the Oilily cosmetics collection is a delicately flavoured lip balm. Housed in a colourful, patterned tube, it has a subtle hint of strawberry and is available in either natural or shiny finishes.
The products will be presented in a counter-top display for retailers, which houses 24 pieces – 12 of the natural finish and 12 of the shiny finish.
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A new promotion offers customers a limited-edition Oilily handbag free with every purchase of a 100ml edt Oilily fragrance | |
New promotion
In addition, the company announced a new promotion, offering a free handbag with a single fragrance purchase. The promotion, in-store from May, offers customers a limited-edition Oilily handbag free with every purchase of a 100ml edt of either the Papillon or Spanish Rose fragrances.
The bag, made from the latest Phoenix Flower fabric design, is featured in the newly launched Voyage III collection. The promotional bag comes in a petrol blue colour and includes a handy zipper pocket on the inside and two further pockets on the outside. The bag, which is not available to purchase separately, is being produced as a limited edition and has a retail value of €35.
Commenting on the potential of the promotion in travel retail, International Marketing Manager Inge Baken said: “The travelling consumer is well aware of the price savings and promotions that are available when shopping at airports and other travel retail locations. We hope that this promotion will encourage sales in travel retail and make an attraction addition to the beauty areas in our key target markets.”
MORE STORIES ON OILILY
Brand Showcase: Oilily beauty and accessories to take Voyage into travel retail – 04/03/05
Oilily turns on the flower power – 29/03/04
Dufri International presents the latest Oilily creations at Cannes – 25/09/03
