Armani Sensi To Boost Designer’s Presence In Women’s Fragrances
This article was originally published in The Rose Sheet
Executive Summary
L'Oréal's designer fragrances division is introducing Giorgio Armani Sensi to expand the brand's presence in the women's fragrance market, the company said. Women's fragrances currently account for only 15% of Armani's fragrance sales, while men's scents represent 85%, according to the firm
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L'Oréal's designer fragrances division is introducing Giorgio Armani Sensi to expand the brand's presence in the women's fragrance market, the company said. Women's fragrances currently account for only 15% of Armani's fragrance sales, while men's scents represent 85%, according to the firm. "Giorgio Armani has established itself in the men's category with more than 10% of market share, and now we have the opportunity to establish a stronger presence in the women's category as well," the company said. Sensi is targeted to a "confident woman who understands her senses and easily communicates her sensuality," L'Oréal said. Armani's most recent women's introduction, Mania , had a similar positioning based on passion and seduction (1 (Also see "Armani Mania Reaches New Heights With Signature Fragrance Debut" - HBW Insight, 10 Apr, 2000.), p. 7). Sensi debuted in Europe last fall with "positive" results, L'Oréal said, noting the fragrance ranked in the top five of the women's fragrance category "in most countries for both holiday 2002 and spring 2003." In the U.S., L'Oréal is predicting the fragrance will rank among the top 10 at women's fragrance bars. The launch is being supported with print and TV ads breaking in August. TV ads feature model Erin Wasson in a red Armani gown, lying on a table. A ray of light travels over her body, illuminating a bottle of Sensi. She whispers, "I sense, therefore I am." Print ads featuring Wasson will appear in consumer beauty, fashion, lifestyle and regional publications, in addition to trade publications. Armani also will disseminate 25 mil. scented strips and 40 mil. scented impressions through retailer catalogs. Distribution of 2 mil. samples is planned. Sensi features top notes of kaffir lime and cassie flower. The heart of the scent comprises cape jasmine and barley, and dries down to a base of palisander, exotic wood, vanilla and benzoin. Sensi will roll out to specialty stores in July, and is expected to reach Armani's full fragrance distribution in 1,850 department store doors and Armani boutiques in August. The edp is available in 1.7 oz. and 3.4 oz. bottles, retailing for $52.50 and $75, respectively. |