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Parfums Lolita Lempicka aims to enter all major duty free stores by the end of 2007 with its new line, L de Lolita Lempicka |
FRANCE. Paris fragrance house Parfums Lolita Lempicka has mapped out an aggressive brand vision for travel retail sales.
International Director Pierre-Yves Brézillon told The Moodie Report of his ambitions for the company’s second women’s fragrance, L de Lolita Lempicka, which will be launched progressively on all markets over a one-year period from March 2006.
L de Lolita Lempicka has been introduced nine years after the launch of the company’s first female fragrance, which is ranked in the top five on the French domestic market. The original line, inspired by fairy tales, is distributed on all major domestic markets and in selected duty free stores.
Brézillon said the launch of the second feminine fragrance had three key objectives:
– To position Parfums Lolita Lempicka as a corporate brand. Brézillon explained: “Today, the brand is often associated with the first fragrance, and the launch of a second one will truly get consumers to see Parfums Lolita Lempicka as a multi-fragrance brand.”
– To at least double the brand’s sales on each international local market.
– To enter all major duty free stores by the end of 2007.
Brézillon said that thanks to major investment on all markets when launching the second fragrance, the company expects at least 70% of its volume to come from international markets by 2007, against 60% today.
“For the first time ever, all major markets will be supported by media plans from the moment they launch the second feminine fragrance,” he added.
Dubbed modern, feminine and upscale, L de Lolita Lempicka revolves around the myth of the mermaid, according to the house. The jewelled, heart-shaped bottle is described as a “treasure from the depths of the ocean” and is decorated with lucky charms. The initial “L” is inlaid on the bottle and set with pearls and crystals.
The half-coral, half-lace folding outer box blends the colours of coral and sand and is said to evoke the French fashion designer Lolita Lempicka’s catwalk couture creations.
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