Renaissance relaunching 43 year-old Ambush women's scent with $4 mil. ad campaign.
This article was originally published in The Rose Sheet
Executive Summary
RENAISSANCE's AMBUSH ON "UNDERPERFORMING BRANDS" continues with the March 1997 relaunch of the 43 year-old women's scent, the company said. Cambridge, Mass.-based Renaissance Cosmetics will reintroduce Ambush with updated packaging and a "revised" formulation. Renaissance revamped Canoe men's fragrance in March and launched Dreams By Tabu (April 1995) and White Chantilly (October 1995), sister scents to Chantilly and Tabu, in an effort to introduce a younger audience to the "historically significant but recently underperforming brands," the company said.
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RENAISSANCE's AMBUSH ON "UNDERPERFORMING BRANDS" continues with the March 1997 relaunch of the 43 year-old women's scent, the company said. Cambridge, Mass.-based Renaissance Cosmetics will reintroduce Ambush with updated packaging and a "revised" formulation. Renaissance revamped Canoe men's fragrance in March and launched Dreams By Tabu (April 1995) and White Chantilly (October 1995), sister scents to Chantilly and Tabu, in an effort to introduce a younger audience to the "historically significant but recently underperforming brands," the company said. "Young and inviting" Ambush will target women ages 18 to 34, Renaissance said. The original Ambush was introduced in 1959 as a "floral/sweet" scent, designed to complement Canoe, the company noted. The revitalized Ambush will be handled by Renaissance's Dana Perfumes division. Renaissance will support the Ambush relaunch with a $4 mil. print advertising campaign. Tagged "Not what you'd expect," the spot features a man stopping traffic on a city street for a young women to cross. The campaign will commence in April beauty publications including Glamour, Elle, Cosmopolitan, Self and Mademoiselle. Promotional support will include p-o-p displays, self-talkers, testers and 10 mil. scentseal cards. Renaissance will also offer a gift set for Mother's Day and an introductory .5 oz. eau de toilette spray for $5.95 in mid-February. "Bright, sheer" Ambush begins with top notes of papaya, kiwi and passion fruit. The Firmenich-supplied scent warms down to a base of creamy praline vanilla, sandalwood and musk accords. Ambush's "feminine" smooth, frosted glass bottle is accented with a gold collar, and topped with a clear crystal cap. The white ribbed carton's outer sleeve slides off to reveal the bottle in a windowed box. "Ambush" is printed in black with a pink "A" graphic displayed below. The tagline "Not what you'd expect" runs along the bottom of the carton. The five-SKU Ambush line-up includes .5 oz., 1 oz. and 1.7 oz. eau de toilette sprays for $12.50, $18 and $23, respectively. A 6 oz. moisturizing body lotion will cost $10, and 6 oz. bath and shower gel will be priced at $8.50. Renaissance also noted that the soon-to-be-acquired MEM brand English Leather may receive some attention within the next six months. The company is planning either a relaunch or the introduction of a brother scent. Renaissance is in the process of finalizing a definitive agreement with Northvale, N.J.-based MEM to purchase MEM's 2.58 mil. outstanding shares for $7.50 a share ("The Rose Sheet" July 1, p. 1). When the transaction closes, Renaissance will add English Leather to its fragrance portfolio as well as British Sterling and Timberline men's scents, and Heaven Scent, Heaven Scent Vanilla and Love's women's brands. |