Clarins Turns Attention To Azzaro With A Visit To Men’s Fragrance Category
This article was originally published in The Rose Sheet
Executive Summary
Clarins is supporting the September launch of Azzaro Visit men's fragrance with a national print and radio ad campaign breaking this fall. The distributor will spend approximately $6 mil. in advertising and promotional activity, VP-Marketing Brad Horowitz said
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Clarins is supporting the September launch of Azzaro Visit men's fragrance with a national print and radio ad campaign breaking this fall. The distributor will spend approximately $6 mil. in advertising and promotional activity, VP-Marketing Brad Horowitz said. Breaking in October books, the print ad features "an intense encounter" as a man enters a woman's apartment, the exec explained. The tagline states, "His fragrance. Her place." Radio spots will begin in October in conjunction with radio-sponsored promotional events in major cities. For example, ads will tie in with "speed dating" events, which will reinforce the urban, cosmopolitan positioning of the brand, Horowitz maintained. The scent will be promoted in store with visuals and more than 1 mil. samples. About 15 mil.-20 mil. scented blow-ins and billing inserts will be distributed via department store catalogs, he said. Geared toward single, urban, cosmopolitan, multi-faceted men ages 25-35, Visit is targeting a different consumer than the existing Azzaro men's scent Chrome , which is positioned with a "wholesome" image, Horowitz explained. "Azzaro is really going after two different audiences with two different messages," he maintained. Visit will debut in about 800 department store doors in September and will reach its full 2,000-door distribution in spring 2004, according to Horowitz. In full distribution, Visit is expected to garner $20 mil. at retail and achieve a top 10 to 15 ranking among men's prestige fragrances, the exec predicted. Created by Firmenich, the "spicy fresh" fragrance opens with notes of cardamom, nutmeg and pink pepper warming to a heart of Lebanese blue cedar, Gaiac wood and incense. Base accords comprise musk and "intense" amber, the company said. The blue juice is housed in a clear glass bottle topped with a titanium gray integrated cap. The edt spray will cost $40 and $56 for 1.7 oz. and 3.4 oz. sizes, respectively. Ancillary items include After Shave Splash ($30), After Shave Balm ($29), All Over Shampoo ($20) and an alcohol-free deodorant stick ($16). |