Liz Claiborne
This article was originally published in The Rose Sheet
Executive Summary
Candie's and Candie's for Men scents appeal to Generation Y with a "blend of sexiness, innocence and exploration that defines the yearnings" of the 12-24 demographic. The fragrances reinterpret the 1970s with a 1990s fragrance that is a "fusion" of fruity and spiced notes. Candie's opens with bergamot and grapefruit yielding to a heart of ylang ylang and muguet with a drydown of black pepper and patchouli. The men's fragrance uses basil, watermelon and bergamot with middle notes of green leaves and cedamber, drying down to white birch and sandalwood. Both fragrances will each launch with five ancillary items, such as Mist You Baby body mist for her and Downhill Razor shaving cream for him, in addition to two unisex products (Bar Hop soap and Keep in Touch massage oil). The fragrance duo, launching in September, will be supported by a $6 mil. media campaign, including TV spots, on-campus sampling and print ads, according to trade materials. A 3.4 oz. Candie's and Candie's for Men spray is $45 each