Boss Selection: the new premium fragrance for the man who wants to make his markINTERNATIONAL. P&G Prestige is preparing for the next stage of its prolific 2006 launch schedule, with new introductions from the group’s key fragrance franchises. “We have a lot of news,” confirmed Marketing Manager Travel Retail Americas Diana Cabanzo.
New from Gucci is the limited-edition Gucci Envy Me 2, on-counter this month until the end of the year. “This is being positioned as an object of desire, almost a “must-have” accessory,” Cabanzo explained. The key target market is the so-called urban indulgent, aged 23-35.
“The product features the signature, embossed Gucci ‘double G’ motif, which really links the fragrance to the mother brand,” added Cabanzo.
Gucci Envy Me 2 is available as a 30ml, 50ml and 100ml edt, plus a 200ml body lotion.
Another seasonal limited-edition is Valentino V Eté. The packaging recalls the original V version, but with a lavender/violet colour scheme that echoes the house’s summer fashion collection.
The fragrance goes on-counter in June in the Americas, and will be available as a 30ml, 50ml and 90ml edp.
The key target market is aged 25-34. The product line-up comprises 30ml, 50ml and 100ml edts, a 50ml and 100ml after shave lotion, a 75ml after shave balm, a 75ml deo stick and a 150ml deo spray.
Within P&G’s flagship Boss franchise, there are major launches planned with fragrance and cosmetics. Boss Skin (The Moodie Report.com, 25 August 2005), will begin rolling out in the Americas from May-June. “This is a huge development,” noted Cabanzo. “There will be a lot of in-store and media investment, including TV.”
A key fragrance introduction, also launching May-June, is Boss Selection. “This is premium, high-end Boss,” commented Cabanzo. “It’s about the successful, modern man who wants to leave his mark.”
For extra coherence, Selection is also the name of the Boss fashion label that was launched in 2004. The collection features rich, exclusive fabrics and top-level craftsmanship, complete with hand-sewn details. In the advertising visual, the actor Thomas Kretschmann is wearing a Boss Selection suit.
Launching this autumn from Boss is the limited-edition Boss In Motion Black. And in October there will be a new feminine fragrance, Boss Femme Eau de Parfum.
October will also be a big month for Montblanc. To celebrate the brand’s 100th anniversary, P&G has created Montblanc Le Parfum, a luxury feminine fragrance.
The flacon design will reflect that of the extraordinary Montblanc diamond, cut with 43 facets in the shape of the legendary Montblanc star, which was presented earlier this year in Geneva (The Moodie Report.com, 6 April) at the official centennial celebration.
Other new launches include Dunhill Pure, Lacoste Inspiration (for women), and two limited-editions: Lacoste Touch of Sun and Lacoste Cool Play.
Lastly, in the fourth quarter P&G will unveil the first new fragrance from Dolce and Gabbana, since it acquired the license (formerly held by Euroitalia) last year (The Moodie Report.com, 15 December 2005).
“It is called The One, and it will embody the real luxury of the Dolce and Gabbana brand,” concluded Cabanzo.
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