Sean John Unforgivable Drives Fragrance Growth In Q3 – Lauder
This article was originally published in The Rose Sheet
Executive Summary
Sean John Unforgivable fragrance more than doubled sales expectations since launch, becoming the top selling men's fragrance in U.S. department stores, according to Estee Lauder CEO William Lauder
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Marketing In Brief
Sean John ads: Estee Lauder will provide select department stores across the U.S. with new, "tamer" ad for Sean John fragrance Unforgivable, following controversy surrounding original visual, firm says. New ad will feature less sexually-suggestive color image of Sean Combs with two models. Department stores such as Saks Fifth Avenue and Macy's have refused to display the original black and white image of Combs in bed with two women. Lauder contends the original ad represents "the true spirit" of Unforgivable. "This fragrance is about a man who lives his life with passion and unapologetically; we respect Sean Combs' creative perspective and support him in his vision. While it's unfortunate that some retailers were so uncomfortable with something with that much sexual presence, we respect their decision to do what is right for them," Global President Estee Lauder John Demsey said. Sephora will display the original visual. Unforgivable will launch in February (1"The Rose Sheet" Jan. 16, 2006, p. 6)...
Sean John Unforgivable Fragrance Launch Plan Includes Ads, Sampling
The launch of Sean Jean Unforgivable fragrance for men will be backed with an extensive advertising and promotional campaign in an effort to drive the scent to a top 5 fragrance ranking, Estee Lauder said