Luxury Car Brands Veer Into Personal Care With Men’s Fragrance, Purif-i
This article was originally published in The Rose Sheet
BMW and Mercedes-Benz are detouring into personal care with a sanitizer marketed alongside eco-friendly vehicles and a men’s fragrance that has nothing to do with “new car” smell.
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EUROPARFUMS' FERRARI COLOGNE WATER ZOOMING INTO PRESTIGE DOORS IN SEPTEMBER; the men's fragrance will be distributed in 31 Neiman Marcus and Bergdorf Goodman stores, the scent's New York City-based U.S. distributor Europarfums said. Inspired by the Ferrari auto racing image, Ferrari Cologne Water, a "lighter" alternative to the original Ferrari scent, targets men who have "a passion for risks and the unknown and a taste for chic, elegant details." The fragrance is currently bowing in Italy and London and is projected to generate $1 mil. in sales in its first year on the market.
A new report from market-research firm Euromonitor International suggests that global consumption in the coming year will see a blend of established, new and counter trends, challenging the way consumers live and shop. Within beauty, marketers may seize on the trends of value shopping, gender-blurring and embracing of aging to reach discriminating consumers in 2016.
Procter & Gamble management highlights product sampling and trials as opportunities to drive home product benefits with consumers at a time when the firm is increasing prices to counter the currency impact of the strong dollar. Analysts pressured P&G CFO Jon Moeller for details on the firm's turnaround following a troublesome quarter.