US. Distributor Tairo International has added French house Yves Saint Laurent Beauté to its brand portfolio. YSL joins Lancaster Group, Lolita Lempicka, Hermès Parfums and P&G Beauty, who are also handled by the company in the Caribbean.
Tairo confirmed its latest signing at last week’s IAADFS show, during its second annual marketing meeting.
At the event, the company revealed details of its forthcoming fragrance launches, and how they will be supported in the region. It also unveiled the winners of its latest Retail Partner of the Year Promotion.
“In 2004, it was a case of “˜mission accomplished’,” commented Tairo President Robert Bassan (pictured below left). “We increased our visibility at the point of sale, with “˜larger-impact’ in-store launches. We have worked hand-in-hand with the retailers”¦and feel we have broken the mould. Our goal for 2005 is to further increase visibility for the top sellers of each brand.”
There will be six new launches from Lancaster Group this year. Davidoff Echo Woman will be launched in the region in May, in time for Mother’s Day. This will be followed in June by Kenneth Cole Reaction for Her.
In the autumn, Tairo will introduce Kenneth Cole Signature, a new, high-end men’s fragrance. Autumn will also see the launch of Lovely by Sarah Jessica Parker, the first fragrance from the former Sex and the City star.
The group will target a more urban, hip-hop clientele with Baby Phat Goddess by Kimora Lee Simmons, also launching in the autumn. Lastly, there will be a new women’s scent from JLo, called Live by Jennifer Lopez (above).
Tairo has high hopes for its key Lolita Lempicka brand, which finished 2004 +43% up over the previous year, according to Brand Manager Ricardo Rivas.
High-profile podium animations are planned for May and June, and in August the brand will be relaunched in the Caribbean.
A new limited-edition Midnight Fragrance will be introduced in December, alongside new Christmas gift sets: Le Boudoir de Lolita for women, and Intoxicating Winter for men.
For Hermès Parfums, one of the key objectives this year is to maximise and sustain the success of Eau des Merveilles. The fragrance line will be extended with a refillable Pure Perfume jewel version and a luxury Crème des Merveilles ancillary, in addition to the recently-launched 30ml edt spray.
Other novelties include Un Jardin sur le Nil, a men’s and women’s line inspired by the River Nile, and 24, Faubourg Collection Carré, a special version in limited-edition packaging inspired by one of Hermès’ famous scarf designs.
Tairo will present five launches from P&G Beauty this year: Boss Soul, a “green” limited edition of Boss in Motion, Hugo Energise, Baldessarini Del Mar and Valentino V.
Tairo also announced its second annual retail partner of the year promotion, which offers retailers a total of US$18,000, to be used for in-market advertisements and promotions.
Participants are provided with a selection of POS material. The objective is to create innovative and unique high-profile launch events.
US$8,000 is available to the “Large Markets” winner; US$6,000 for the “Medium Markets” winner and US$4,000 for the “Small Markets” category.
This year’s winners were Penha Aruba, Lipstick St Martin and Violette Boutique St Croix, respectively.
MORE STORIES ON TAIRO INTERNATIONAL
Tairo International unveils new launches and inaugural Retail Partner initiative – 22/03/04
Tairo to introduce new lines at IAADFS – 15/03/04
Tairo assumes Caribbean distribution for Lancaster Group – 11/12/03
