Burberry Touch Bath Line Expands "Natural" Positioning Of Fragrance Duo
This article was originally published in The Rose Sheet
Executive Summary
Inter Parfums will expand its Burberry Touch fragrance duo for men and women in May with a bath line that will roll out to approximately 380 doors by the end of the year, Burberry said. Four SKUs for women and three for men will reflect the "natural" positioning of the scents.
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Inter Parfums will expand its Burberry Touch fragrance duo for men and women in May with a bath line that will roll out to approximately 380 doors by the end of the year, Burberry said. Four SKUs for women and three for men will reflect the "natural" positioning of the scents. Specialty bath extensions initially will debut in 180 specialty stores and 200 department store doors, including Dillard's, Macy's, Dayton's, Marshall Field's and select Burdines. Expected to appeal to Burberry Touch fragrance customers, products will contain between 3%-5% concentration of the scents, which launched in September (1 (Also see "Burberry" - HBW Insight, 19 Jun, 2000.)). As with most fragrance brands, the ancillaries are expected to boost fragrance sales. Timing issues related to packaging prevented the firm from launching the products with the scents, Inter Parfums maintained. The women's line will include Parfum Body Lotion with shea butter, macadamia oil and disaccharide gum; Parfum Body Creme with shea butter, fucus extract and silk extract; Parfum Soap packaged with a soap dish; and Bath and Shower Gel to prevent dry skin. The men's extensions will feature Aftershave Emul-sion, All Over Shampoo and Alcohol-Free Deodorant Stick. Bottles in the line, designed by French design firm Cent Degres, mirror the shape of the fragrance bottles, but have a cork top rather than a wooden cap. Touch for Women gel, lotion and creme will retail in 100 mL bottles for $35, $38.50 and $60, respectively, while the soap will cost $20. Touch For Men deodorant stick, shampoo and aftershave will cost $22, $28 and $38. National print ads in Vogue, Elle, Bazaar, InStye and Vanity Fair, similar to the Burberry Touch fragrance advertisements, will support the launch from May to December, Inter Parfums noted. In addition, the firm will distribute samples of the women's body lotion and men's shaving emulsion prior to the launch. Simultaneous to the U.S. debut, Inter Parfums will introduce the bath line in Europe, Asia and the Middle East. Additionally, the firm plans to introduce Baby Touch before Christmas as an extension of the Burberry infant clothing line. |