Bulgari Blu Fragrance For Younger Women Reaches Expanded Distribution
This article was originally published in The Rose Sheet
Executive Summary
Bulgari focuses on a new, younger audience with the launch of Blu women's fragrance. Debuting exclusively at Saks Fifth Avenue August 20, Blu later will roll out to less prestigious department stores atypical for the designer, distributor Chanel's Fragrances Exclusive said.
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Bulgari focuses on a new, younger audience with the launch of Blu women's fragrance. Debuting exclusively at Saks Fifth Avenue August 20, Blu later will roll out to less prestigious department stores atypical for the designer, distributor Chanel's Fragrances Exclusive said. Beginning in September, the scent will be available in 400-450 major department stores, with 1,000 venues expected by the end of 2001. The existing Bulgari fragrances have a more limited distribution with complete rollout to 600 doors by the end of 2000. Due to the expanded distribution, the fragrance is expected to outperform other Bulgari products. Blu also will be Bulgari's first international launch, debuting in Japan, Germany and Italy in October. Blu targets consumers ages 20-40, compared to Bulgari pour Femme, which has an older audience of 30 and up. The company also markets three shared fragrances, two for men and women and Petit et Maman for mothers and children. Price points also are "a little more competitive," Bulgari said, with a 1.33 oz. bottle priced at $55 and 4.2 oz. for $75. Blu has its "own scent," as it is not tea-based like past Bulgari launches; however, the ginger allows it to maintain the Asian theme, the firm said. The ginger top note is the center of the scent created by Firmenich. A warm drydown of musk, vanilla and acacia allows the fragrance to move from cool to warm. Florals include cool wisteria and flax flower. As a departure from the Bulgari fragrance family, Blu is housed in a thin, square blue bottle, while the cap is vintage Bulgari. The bottle is packaged in a square electric blue box with a silver logo of Blu, a Bulgari anagram. The bottle was designed by Thierry deBaschmakoff. Launch sampling includes vial-on-cards and deluxe samples with a full range of marketing programs slated for 2001. Co-op print ads will break this year with five to 10 mil. scented strips, and regional ads will debut next year. Ancillaries will follow in the spring, including body lotion, shower and bath gel and soap. Bulgari plans to introduce a men's fragrance in 2002, followed by a women's scent. |