French fragrance brand Azzaro (Clarins Group) is approaching the staggered launch of its fourth mens fragrance. Silver Black will first arrive in Canada and the US (where it will be called Onyx) in September, followed by France, Belgium and Switzerland this October.
The brand has a strong, yet developing position in Latin America, hence Azzaro has delayed the launch of Silver Black in Latin Americawhere Azzaro for Men is currently number one in Braziluntil 2007 so as to avoid cannibalization of Azzaro for Men. The Azzaro brand is still in the process of consolidating its presence in the region and is not yet ripe for another fragrance from Azzaro, Azzaro Parfums president Gérard Delcour explains. Launch dates to other international markets have not been decided and will not be announced until 2007.
The launch is a very delicate operation, Delcour tells Cosmeticnews.com. In some markets such as the US, Azzaro does not yet have a strong presence and so the launch is pretty straightforward. There, we do not risk damaging our other fragrances on the market. However, in markets like Latin America and France, where the brands other mens fragrances such as Chrome, Visit for Men and Azzaro for Men have a very strong position, caution had to be exercised when a rollout strategy for Silver Black was being developed, he adds. It was decided to continue with an October launch in France because we did some consumer research and discerned that there is a core base of loyal Azzaro pour Homme consumers who use up to six bottles a year and whose loyalty to the product will not be impacted by the arrival of Silver Black on the market.
The fragrance, a 13% concentration EdT, was formulated by Françoise Caron at Netherlands-based fragrance house Quest International.
The Silver Black concept is an attempt to manifest, in fragrance form, the emerging dichotomy in the modern man: virility combined with elegance, Azzaro Parfums director of marketing Patrice Vizioz explained at a presentation of the fragrance in Paris yesterday. In order to do this, Caron has formulated a juice with silver, elegant top notes of green apple, bergamot and green lemon, which link through a heart of coriander, cardamom, caraway and juniper to its black, virile bottom notes of cedar wood and musk.
Delcour estimates French sales at 1m over the fragrances first three months, representing 25% of Azzaro pour Hommes market share of 3.9%-4% in France.
The launch will be accompanied by an aggressive sampling drive, a press advertising campaign and a 15-day television run preceding the Christmas sales period.
The EdT comes in 50ml and 100ml sizes at 48 and 60 respectively, accompanied by a short ancillary line of aftershave lotion (50ml) at 19.50 and non-alcohol deodorant stick (75ml) at 20.
from www.cosmeticnews.com
The brand has a strong, yet developing position in Latin America, hence Azzaro has delayed the launch of Silver Black in Latin Americawhere Azzaro for Men is currently number one in Braziluntil 2007 so as to avoid cannibalization of Azzaro for Men. The Azzaro brand is still in the process of consolidating its presence in the region and is not yet ripe for another fragrance from Azzaro, Azzaro Parfums president Gérard Delcour explains. Launch dates to other international markets have not been decided and will not be announced until 2007.
The launch is a very delicate operation, Delcour tells Cosmeticnews.com. In some markets such as the US, Azzaro does not yet have a strong presence and so the launch is pretty straightforward. There, we do not risk damaging our other fragrances on the market. However, in markets like Latin America and France, where the brands other mens fragrances such as Chrome, Visit for Men and Azzaro for Men have a very strong position, caution had to be exercised when a rollout strategy for Silver Black was being developed, he adds. It was decided to continue with an October launch in France because we did some consumer research and discerned that there is a core base of loyal Azzaro pour Homme consumers who use up to six bottles a year and whose loyalty to the product will not be impacted by the arrival of Silver Black on the market.
The fragrance, a 13% concentration EdT, was formulated by Françoise Caron at Netherlands-based fragrance house Quest International.
The Silver Black concept is an attempt to manifest, in fragrance form, the emerging dichotomy in the modern man: virility combined with elegance, Azzaro Parfums director of marketing Patrice Vizioz explained at a presentation of the fragrance in Paris yesterday. In order to do this, Caron has formulated a juice with silver, elegant top notes of green apple, bergamot and green lemon, which link through a heart of coriander, cardamom, caraway and juniper to its black, virile bottom notes of cedar wood and musk.
Delcour estimates French sales at 1m over the fragrances first three months, representing 25% of Azzaro pour Hommes market share of 3.9%-4% in France.
The launch will be accompanied by an aggressive sampling drive, a press advertising campaign and a 15-day television run preceding the Christmas sales period.
The EdT comes in 50ml and 100ml sizes at 48 and 60 respectively, accompanied by a short ancillary line of aftershave lotion (50ml) at 19.50 and non-alcohol deodorant stick (75ml) at 20.
from www.cosmeticnews.com
