Gucci Rush Sequel Builds Fragrance Story
This article was originally published in The Rose Sheet
Executive Summary
Gucci Rush 2, a "transparent, floral chypre" women's scent created by designer Tom Ford, will capitalize on the success of the original Gucci Rush when it debuts this spring, Intercosmetics said.
|
Gucci Rush 2, a "transparent, floral chypre" women's scent created by designer Tom Ford, will capitalize on the success of the original Gucci Rush when it debuts this spring, Intercosmetics said. A "fresher" and "brighter" scent than the original, Gucci Rush 2 will premiere in Gucci Boutiques, Saks Fifth Avenue and Neiman Marcus stores before rolling out to a total of 800 doors starting in August, the U.S. Wella subsidiary added. The original fragrance, which launched in September 1999, generated $40 mil. in global sales within the first four months of its launch (1 (Also see "Gucci Rush-es Wella Sales To New Heights: $40 Mil. In 1999 Sales" - HBW Insight, 17 Apr, 2000.)). Rush for Men launched last September (2 (Also see "Gucci's Rush Men's Fragrance Pans For Gold With September Launch" - HBW Insight, 24 Jul, 2000.)). Although packaging for Rush 2 mirrors that of Rush, the fragrance is "completely different" from the original floriental, the firm maintained. The juice opens with notes of narcissus, lily of the valley and palm wood, moving to a heart of freesia, rose and gardenia. The drydown is a blend of blackcurrant, musk and oakmoss. Rush 2 is housed in the same square plastic bottle as the original fragrance but the bottle is electric pink rather than red. The scent is targeted to women ages 18-35. Comparable in price to the original scent, Rush 2 is available in 1 oz., 1.7 oz. and 2.5 oz. edts for $40, $57 and $75, respectively. Hydrating body mist and shower gel, priced at $35 each, also will be included in the line. Touted as "another way to feel the rush," the scent will be promoted by a print ad campaign, targeted scented direct mail campaign and in-store sampling. Although the ad push will begin in August, premiere ads running now in the New York Times Magazine show a model peering out behind an enlarged Gucci Rush 2 bottle. Intercosmetics also is introducing Dunhill Desire for women this spring as a partner to the men's scent, which launched in 2000. The "sensual" fragrance, featuring notes of bergamot, magnolia, rosewood, freesia, tiara flower, rose, sandalwood, vanilla and musk, launched exclusively at Macy's and is now rolling out to 800 select retail doors. The bottle's "fluid silhouette" has "softened facets" suggestive of the men's scent, the firm says. Edts retail in 1 oz., 1.7 oz. and 2.5 oz. sizes for $38, $48 and $68, respectively. A shower gel and body lotion retail in 6.8 oz. bottles for $28 and $38, respectively. |