FRANCE. Ralph Lauren Fragrances has created a new feminine scent, called Ralph Cool. It is launching now in European travel retail, and will roll out to the Americas in September and to Asia from January 2005.
Described as youthful, trendy, energetic and adventurous, the fragrance is targeted at females aged 15 to 25. Its general positioning reflects the enduringly hip “surf chic” lifestyle.
The juice – a lush, sexy floral – opens on top notes of kiwi, iced nectarine, watermelon and cucumber peel. The heart, a blend of linden blossom, honeysuckle, jasmine and lily-of-the-valley, leads to a base of musk, vetiver and sensual woods.
The full Ralph Cool line-up comprises 50ml and 100ml edt sprays; a 150ml body moisturiser and a 150ml shower gel. The recommended travel retail price points are US$34, US$45, US$23.50 and US$20.50, respectively.
The packaging and promotional material feature bright, summer beach colours. The fragrance flacon and outer carton are both predominantly hot pink, with the fragrance name embossed in lemon yellow, turquoise and lime green.
The shower gel is presented in a bright orange tube; the moisturiser in a complementary yellow.
The ad visual features a model in a tropical print bikini with wavy, “straight-from-the-ocean” hair, and a fellow surfer plus board in the background.
“Ralph Cool captures the energy and spirit of today’s young girls,” commented Ralph Lauren Fragrances president Andrea Robinson. “It is a hip scent for the kind of girl who is playful, cool and confident about her choices.”
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