Hugo Boss Intense Scent Builds On Sultry Deep Red Image
This article was originally published in The Rose Sheet
Executive Summary
Hugo Boss Intense women's fragrance, launching in December, features a sexy positioning similar to the designer's Deep Red scent in an effort to build on the success of the existing fragrance, according to distributor Clarins
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Hugo Boss Intense women's fragrance, launching in December, features a sexy positioning similar to the designer's Deep Red scent in an effort to build on the success of the existing fragrance, according to distributor Clarins. Since launching in 2001, Deep Red has become Clarins' number-one-selling fragrance and ranks in the top 20 in department stores, the firm said. The scent generates annual sales of more than $20 mil., according to Clarins VP-Marketing Brad Horowitz. Deep Red rolled out to expanded distribution last year after performing above expectations (1 , p. 10). The Hugo Boss fragrance license is held by Procter & Gamble. While Intense will share the same sensual positioning as Deep Red, the scent is targeted to a slightly older, more experienced consumer, so it will convey a more blatant sensuality compared with Deep Red's playful image, according to Marketing Director Nancy Tomei. Intense is targeted to women ages 30-40, while Deep Red is aimed at 15-28 year-olds. Similar to the launch strategy for Deep Red, Clarins will introduce Intense in limited distribution in Macy's, Marshall Field's and Dillard's. The fragrance will debut in approximately 600 doors, and will likely roll out to Hugo Boss' full fragrance distribution in 2,000 doors by the end of 2004, Horowitz said. Intense will be supported by print ads breaking in January books. Ads will feature model Daniela Urzi seductively leaning over the shoulder of a man. Co-op ads also will promote the launch in collaboration with retailers. In addition to advertising, Clarins will distribute more than 1 mil. vial-on-card samples, and close to 10 mil. scented inserts and blow-ins through the spring, Horowitz added. Clarins plans to spend "several million dollars" promoting the fragrance, he said. The scent blends an exotic mix of spices, florals and woods with top notes of spices and kumquats, a heart of vanilla orchids and Turkish rose and a drydown to woods, amber and musk accords. Intense is housed in a flame-inspired bottle, featuring graduated shades of black and grenadine, topped with a ruby jewel for a feminine touch. The fragrance will be available in 1.6 oz and 3 oz. edp sprays for $48 and $60, respectively, in addition to a body lotion ($30) and shower gel ($20). |