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L de Lolita Lempicka: the new siren scent from Parfums Lolita Lempicka |
FRANCE. Parfums Lolita Lempicka introduced its new feminine fragrance, the wittily-named L (a pun on the French word for “she”) at last month’s IAADFS Duty Free Show of the Americas in Fort Lauderdale.
The line was first presented to the travel retail trade at last October’s TFWA World Exhibition (The Moodie Report.com, 7 October 2005).
The launch represents a key step in the evolution of the brand – and its profile within the travel retail channel – according to International Director Pierre-Yves Brezillon.
“It is a big step for us,” he told The Moodie Report. “It’s the first new fragrance launch from the company in nine years – and we will be supporting it accordingly.”
L de Lolita Lempicka will be introduced in three separate phases, Brezillon explained. The first phase began in March; the second phase is scheduled for this autumn; phase three will begin in 2007.
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Aelia’s podiums make a sales splash |
“We are doing the launch this way because we do not want to dilute the focus,” said Brezillon. “We want to concentrate and support each market to such a degree that it was just not possible to launch everywhere at the same time.”
The first wave of countries includes France, the UK, Holland, Belgium, Switzerland, Spain, Portugal, the Middle East, Canada and parts of Asia. French travel retail in particular has already produced some very encouraging results.
Parfums Lolita Lempicka joined forces with Aelia to introduce the scent, as part of a two-week exclusive listing that began on 23 February. Besides Aelia, Le Printemps department store in Paris was the only retailer worldwide that carried the fragrance at that time.
Promotional podiums, window displays and outposts displaying specially-designed point-of-sale materials were installed in all Aelia doors.
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Strong in-store support stimulates sound retail results |
Retail sales of L de Lolita Lempicka exceeded €250,000 in two weeks (nearly 4,500 units in volume terms) – a result hailed as “an excellent performance” by Aelia.
And there is more good news. Despite being very “of the house of Lempicka” in terms of juice and design, L has not caused any cannibalisation problems, according to Brezillon.
“It’s very Lolita,” he noted, “but so far it is not hurting sales of the first fragrance; it’s helping it. In the first three weeks of launch, in all markets, sales of the first fragrance were up [year-on-year].”
L de Lolita Lempicka has a siren/mermaid theme. The juice features notes of bitter orange, cinnamon, vanilla, woods and musks. The flacon is designed to evoke a heart-shaped jewel, bedecked with charms. The colour scheme is turquoise and coral.
The fragrance line-up comprises 30ml, 50ml and 80ml edps, plus a 15ml Parfum. This latter is presented in a hand-decorated glass bottle, within a premium outer carton coffret.
MORE STORIES ON PARFUMS LOLITA LEMPICKA
Lolita Lempicka unveils new scents and sorcery – 30/01/06
Parfums Lolita Lempicka’s grand brand vision – 12/12/05
Lolita Lempicka launches first fragrance in nine years – 07/10/05
