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Guerlain targeting younger audience with Champs-Elysees, launching Sept. 30.

This article was originally published in The Rose Sheet

Executive Summary

GUERLAIN TARGETING YOUNGER AUDIENCE WITH CHAMPS-ELYSEES WOMEN'S SCENT; the "modern floral" marks Guerlain's move from oriental scents to younger, floral-based fragrances, the prestige company noted. Champs-Elysees will be targeted to consumers in their teens to 35 years of age. Previous fragrance introductions, such as Samsara in 1987 and 71 year-old Shalimar, have centered on the company's traditional oriental accords and targeted an older consumer base, the company said.

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