Coty Club Med Fragrance Launch Basks In Sampling, Ad Campaign
This article was originally published in The Rose Sheet
Executive Summary
The introduction of Club Med My Ocean scents for men and women in March will be supported with the distribution of approximately 30 mil. promotional samples, according to licensee Coty
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The introduction of Club Med My Ocean scents for men and women in March will be supported with the distribution of approximately 30 mil. promotional samples, according to licensee Coty. Trial size samples, scented post cards and scents strips will be distributed nationwide the first few months of launch by retailers and in venues such as hotels, cruises and health clubs as well as on the Internet. My Ocean will debut in more than 20,000 mass retail doors worldwide, as well as in more than 100 Club Med resort locations globally. The fragrance duo also will be backed at launch with a print ad campaign promoting the lifestyle quality of the resort, Coty said. Ads will debut in beauty, natural and lifestyle publications, and will feature a woman surging out of a turquoise ocean clutching the fragrance bottle. The image coupled with a similar picture of a man also will be featured on scent strips. Building consumer brand awareness for the line in the U.S. should be easy, Coty maintains. "If you say Club Med, even if they haven't been there, [consumers] know someone who has had a fabulous experience." Coty began developing the concept for the label with the resort in 2000 (1 (Also see "Coty "Mass Prestige" Fragrances To Launch Under Licensing Agreements" - HBW Insight, 29 May, 2000.), p. 4). "Timing was right, and we recognized that this was a power house brand that had wonderful values that translated into the beauty arena," Coty said. The fragrance is the first of many categories to debut under the label, the firm noted. While targeting consumers ages 25-49 with an emphasis on ages 25-35, Coty believes the scent will appeal to both typical Club Med guests as well as those "very responsive to the Club Med values." Created by Firmenich, the women's scent contains notes of mint, corriander, tarragon, musk and cedar, while the men's notes include mandarin, yuzu, bergamot, coriander, cardamom and green tea. Fragrances will be available in 1 oz. and 3.4 oz. bottles that resemble "a piece of glass polished by the ocean" for $18 and $28.50 apiece, respectively. Ancillaries, including a body lotion for women and hair and body wash for men, will debut "several months" following the fragrance launch and will retail for $6.95 each. |