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Alexander McQueen Kingdom Looks To Reign In The Fragrance Market

This article was originally published in The Rose Sheet

Executive Summary

Alexander McQueen Kingdom, the designer's premier women's fragrance debuting in March, will use poetry to establish a franchise that will evolve gradually over the next several years, YSL Beauté said

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McQueen Crowns Second Women’s Scent As Sensual, Elegant Offering

Designer Alexander McQueen is positioning his second women's fragrance, MyQueen, as a juice that inspires sensuality and the imagination, according to YSL Beauté

Marketing In Brief

Matrix: FreezeTrix Fast Fix Spray and BigTrix Boost-It Mousse will extend Matrix Trix styling line in September, L'Oréal says. FreezeTrix hairspray contains "fast-fixing and texturizing polymers" for quick setting, water-free formula, silicones for shine and vitamins B5, E and UV filter to help prevent damage, firm maintains. BigTrix mousse is formulated with conditioning polymers, silicones and UV filter, Matrix adds. Items will retail for $12.95 each, while 3 oz. travel sizes cost $5.50 apiece. "Edgy" styling line bowed in the fall targeting younger consumers. Trix line was projected to generate more than $50 mil. in first-year sales (1"The Rose Sheet" Nov. 4, 2002, p. 4)...

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