Lancaster Gears Up For Davidoff, Cole Men’s Fragrance Launches
This article was originally published in The Rose Sheet
Executive Summary
Lancaster will support the launch of two new men's fragrances bowing this fall, Davidoff Cool Water Deep and Kenneth Cole Reaction, with millions of scented impressions, the Coty division said
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Lancaster will support the launch of two new men's fragrances bowing this fall, Davidoff Cool Water Deep and Kenneth Cole Reaction , with millions of scented impressions, the Coty division said. Bowing first in August is Cool Water Deep, a more sophisticated take on the original Cool Water men's fragrance that debuted in 1988. The new scent, designed to appeal to consumers ages 18-35, will be sold in the same 2,000-door department store distribution as the original, according to the company. In total, 28 mil. scented impressions will be distributed during the launch. Lancaster will support the introduction with print ads breaking in August that "capture the intensity of the moment." The visual shows a man jumping out of the ocean and into the light. In addition to the ads featuring scented strips, the launch also will be promoted with blotters and in-store samples. Developed by Firmenich, the juice is a woody aromatic scent. Top notes include mandarin, kiwi and cactus sap leading to a spicy heart of elemi, clary sage and cedar needles. The drydown is composed of gaiac and hinoki woods blending with white musks and cistus, Lancaster said. The fragrance bottle suggests the movement of a wave, with its clear glass complemented by a brushed metal collar and the Davidoff Cool Water Deep logo printed in white. The fragrance will be available in two edt Natural Sprays, a 1.7 oz. size for $42 and a 3.4 oz. size for $55. Additional products include an After Shave Splash ($42), Hair & Body Shampoo ($19.50) and Deodorant Stick ($15). The launch of Cool Water Deep follows the introduction of another Davidoff men's scent earlier this year. Davidoff Echo launched stateside in February, positioned as a classic fragrance targeted to a slightly older consumer than that typically attracted to Cool Water (1 (Also see "Davidoff Looks To Echo Coolwater Classic Status With New Men’s Scent" - HBW Insight, 9 Feb, 2004.), p. 3). At the time of the Echo launch, Lancaster said it was expanding the Davidoff franchise because it had already carved out a niche in the young men's market with Cool Water, which remains the leading men's fragrance among consumers ages 14-24. Following the launch of Cool Water Deep will be the September introduction of Kenneth Cole Reaction, the first scent to debut under the designer's Reaction fashion label. The brand represents the "playful" side of Kenneth Cole, and as a result, the fragrance is positioned to attract contemporary, casual-dressing men with a streetwise sensibility, Lancaster said. The scent also targets consumers ages 18-35. The urban-inspired Reaction scent will launch in 2,200 department store and specialty store doors, as well as travel retail outlets. The scent will roll out internationally six months after the launch. The company plans to support the introduction with more than 30 mil. scented impressions, including scented strips, blow-ins and vial-on-card samples, Lancaster said. Print ads, carrying the tagline "get reaction," will be unveiled in October books. The visual singles out one man amongst a group in movement who "embodies the contemporary, dynamic and trendy side of metropolitan style," the company noted. The juice, developed by Symrise, is a citrus green woody fragrance that features a dynamic top note of juicy lime and crisp green apple infused with melon rind and patchouli. The heart comprises muguet and watermelon accords and dries down to musk and sandalwood. The transparent juice is housed in a clear bottle with a heavyweight glass base that lends the illusion of electric green through the side walls. The fragrance lineup includes two edts, a 1.7 oz. for $39.50 and a 3.4 oz. for $49.50, as well as an aftershave ($42) and deodorant ($14). Pricing is about 15% less than Black Kenneth Cole . The Kenneth Cole fragrance license was acquired by Coty from LVMH last year, at the same time the firm bought the fragrance and cosmetics license for Marc Jacobs (2 (Also see "Coty Marc Jacobs, Kenneth Cole Acquisition Boosts Prestige Portfolio" - HBW Insight, 2 Jun, 2003.), p. 9). Since then, the company has launched two fragrances under Kenneth Cole, Black Kenneth Colefor Him and Her. The women's scent was introduced earlier this year (3 (Also see "Black-Kenneth Cole For Her Launch Will Be Backed By Ads, Sampling" - HBW Insight, 26 Jan, 2004.), p. 4). The company also recently unveiled a new Marc Jacobs fragrance called Blush (4 (Also see "Marc Jacobs Revisits The Garden To Launch Jasmine-Inspired Fragrance" - HBW Insight, 24 May, 2004.), p. 7). |