Givenchy Pi Fragrance Targets "The Thinking Man"

Parfums Givenchy "searches for intelligent life" with Pi, a new fragrance designed to attract the "thinking man who leads with his mind and courage," according to President and CEO Camille McDonald. With Pi, the firm "is going after the whole idea of intelligence as the new sex symbol," the exec explained.

While Givenchy realizes it is not going to "out-sex, out-sport or out-fashion" Calvin Klein, Ralph Lauren or Tommy Hilfiger, the company believes it can attract its own following by putting a more cerebral spin on the art of selecting and wearing a fragrance. The launch will continue Givenchy's "reputation for going against the grain in North America," McDonald noted.

In the last ten years, American designers have covered "all the other male fantasies of sports and sex" as well as "being cool and hip," the exec said. Givenchy's interpretation is marked with the Pi symbol, which portrays a "universal, cross cultural image."

The fragrance, which bowed in Europe in October, will be available in the spring in 300 select U.S. doors, with an additional 300 to 500 doors likely to follow by fall, McDonald said. She expects to cap off distribution at no more than 1,000 doors; limited availability will allow Givenchy to "make each door as productive as possible" and spend its marketing dollars "a lot more cost efficiently on things like sampling, visuals and advertising," she explained.

Givenchy is "shooting" for Pi to capture the fifth slot in the men's fragrance category in all of its doors, according to McDonald. During a 12-week test market in nine Burdines stores in Miami, Pi "consistently ranked in the top ten fragrances," she said. The scent held the number four slot at the October rollout, then slipped a bit when faced with increased competition during the holiday months of November and December, she said.

Pi sales reached $200,000 during the 12-week period. Based on the test market, the company predicts that retail sales for 12 months in full distribution will be just shy of $1 mil., McDonald noted.

Promotional efforts for the test market included only local advertising, sampling and the efforts of the firm's in-store representatives, McDonald reported. The exec was quick to point out that Givenchy did not support the fragrance with gift-with-purchase sets or purchase-with-purchase promotions.

The spring launch will be supported with print ads in men's lifestyle and science books. Shot by Michangelo Batista, the ads feature an astronaut and are tagged: "A Sign Of Intelligent Life."

However, the focus of Givenchy's campaign will be on sampling and in-store demonstrations by trained sales representatives, McDonald said. The firm plans to distribute at least "a couple of million" samples nationwide. In addition to traditional venues, Givenchy is looking into promoting the fragrance in more "cerebral areas," such as computer conferences, Silicon Valley, cyber cafes and computer stores, she stated.

Pi is an important launch for Givenchy in that the company has captured "a very substantial share" of the prestige women's scent category but has not "made inroads into the men's market," McDonald said. With the men's fragrance category now growing at a faster rate than the women's, Givenchy plans to make it more of a priority. The firm's men's stable includes Xeryus Rouge (1996), Kenzo Pour Homme (1995), Givenchy Gentleman (1972) and Monsieur de Givenchy (1959).

Pi is an "intense, sensual, woody fragrance" designed to be "deliberately not light and citrusy." Created by Firmenich, the scent opens with tangerine, galbanum, neroli and nasturtium. The head of the fragrance also has hints of rosemary, basil, tarragon and pine needle. Pi's heart consists of "the natural, raw energy of arm-dense" Guaiac wood. According to Givenchy, Guaiac wood is the "purest, hardest wood known to man" and has notes that are "almost mineral in origin with powerfully wild balsamic chords." The drydown comprises benzion crystals and a trace of vanilla.

Pi also features infinium, an "original" essential oil designed to "add a harmonious balance and freshness, drawing light and expansion to its composition," according to the company.

The amber juice is housed in a sculpted glass bottle by Serge Mansau. Designed to be "manly" and "primal," the bottle begins with a "wide and heavy base and develops its height with sharp angles." A hinged stopper caps off the scent. Pi is available in a 1.7 oz. eau de toilette spray for $40, a 3.3 oz. spray for $50 and a 1 oz. parfum spray for $50. A 3.3 oz. aftershave costs $38.