WWD.com
NEW YORK In September, Ralph Lauren Fragrances is hoping to increase its share of the women's fragrance market with the help of a certain semiprecious stone: Pure Turquoise.
The scent was developed for a sophisticated, elegant and chic woman in the 20- to 45-year-old age range, according to Heather Simmons, vice president of global marketing for Ralph Lauren Fragrances. She added that the stone really ties into the heritage of Ralph Lauren, who has used turquoise in his collections for years.
Launching in Saks Fifth Avenue and Neiman Marcus in mid-September, the Pure Turquoise fragrance will be available both in a lower-priced eau de parfum spray version and as a $350 parfum, which features one-of-a-kind pure turquoise bottle tops and, incidentally, the highest price point in the brands history. The fragrance will roll out to Bloomingdales in late September and then all other U.S. doors in October for a limited distribution of 926 doors. Despite the fragrances limited distribution (the normal distribution for Laurens other fragrances is generally around 2,200 doors), executives are counting on Pure Turquoise to significantly strengthen the companys relationship with female customers.
This [fragrance] is a very important key to helping us get to that 15 percent share of the womens market, said Jack Wiswall, president of the designer fragrances division of LOréal USA. Wiswall added that Ralph Lauren currently holds a 10 percent share in the womens fragrance market and a 30 percent share in the mens market. While Wiswall would not comment on sales figures, industry sources expect Pure Turquoise to do up to $25 million in its first three months on-counter.
Pure Turquoise eaux de parfum spray will retail at $55 for 2.5 oz. and $72.50 for 4.2 oz., respectively, and the scent is priced slightly higher than Ralph Laurens current highest-priced womens fragrance, Romance. In addition, a $40 Body Lotion and a Shower Gel for $37.50 will be available. Simmons said the positioning of Pure Turquoise signals the designers increased focus on boosting his image in the luxury market and compared the fragrances positioning with that of Purple Label, the brands upscale mens cologne with a limited distribution. Ralph has been trying to enhance his image lately, and were positioning this as the luxury fragrance in our portfolio, she said.
Developed by Annie Buzantian of Firmenich, the Pure Turquoise juice is described as a floral chypre and was inspired by the cool blue stone, according to Jennifer Mullarkey, assistant vice president, global fragrance development for Ralph Lauren. It was easy to work off the whole idea of turquoise, she said. The Navajo Indians believed turquoise was a piece of the sky that fell to the earth, so we started to look at the fragrance through layers; a journey of the turquoise falling through the sky.
Mullarkey described the notes in terms of such a journey: Cool Sky, the top note, consists of dewy cassis, indigo violet petals, lily of the valley and cactus flower; the middle note, Sun-Kissed Flowers, features night-blooming cereus, orange flower absolute, Bulgarian rose absolute and desert lily, while the bottom note, Rich Earth, contains earthen patchouli, silver birchwood, polished amber, vanilla bourbon and rum. [The juice] brings in turquoises stone color itself, but also its sensuality, as well, she said.
The company has planned both print and television advertising for Pure Turquoise, featuring dark-haired Russian model Valentina donning Ralph Lauren turquoise jewelry and simple Ralph Lauren gowns. The print campaign will make its debut in the September issue of Vogue, followed by the October issues of womens fashion, beauty and lifestyle magazines. Both the TV and print ads were shot by photographer Bruce Weber.
In addition, the launch will be supported by 20 million-plus scent strips and 20 million scented co-op blow-ins over a three-month period, according to Wiswall. And, while he would not comment on specific figures, industry sources estimate that the company will spend between $12 million to $15 million on advertising.
NEW YORK In September, Ralph Lauren Fragrances is hoping to increase its share of the women's fragrance market with the help of a certain semiprecious stone: Pure Turquoise.
The scent was developed for a sophisticated, elegant and chic woman in the 20- to 45-year-old age range, according to Heather Simmons, vice president of global marketing for Ralph Lauren Fragrances. She added that the stone really ties into the heritage of Ralph Lauren, who has used turquoise in his collections for years.
Launching in Saks Fifth Avenue and Neiman Marcus in mid-September, the Pure Turquoise fragrance will be available both in a lower-priced eau de parfum spray version and as a $350 parfum, which features one-of-a-kind pure turquoise bottle tops and, incidentally, the highest price point in the brands history. The fragrance will roll out to Bloomingdales in late September and then all other U.S. doors in October for a limited distribution of 926 doors. Despite the fragrances limited distribution (the normal distribution for Laurens other fragrances is generally around 2,200 doors), executives are counting on Pure Turquoise to significantly strengthen the companys relationship with female customers.
This [fragrance] is a very important key to helping us get to that 15 percent share of the womens market, said Jack Wiswall, president of the designer fragrances division of LOréal USA. Wiswall added that Ralph Lauren currently holds a 10 percent share in the womens fragrance market and a 30 percent share in the mens market. While Wiswall would not comment on sales figures, industry sources expect Pure Turquoise to do up to $25 million in its first three months on-counter.
Pure Turquoise eaux de parfum spray will retail at $55 for 2.5 oz. and $72.50 for 4.2 oz., respectively, and the scent is priced slightly higher than Ralph Laurens current highest-priced womens fragrance, Romance. In addition, a $40 Body Lotion and a Shower Gel for $37.50 will be available. Simmons said the positioning of Pure Turquoise signals the designers increased focus on boosting his image in the luxury market and compared the fragrances positioning with that of Purple Label, the brands upscale mens cologne with a limited distribution. Ralph has been trying to enhance his image lately, and were positioning this as the luxury fragrance in our portfolio, she said.
Developed by Annie Buzantian of Firmenich, the Pure Turquoise juice is described as a floral chypre and was inspired by the cool blue stone, according to Jennifer Mullarkey, assistant vice president, global fragrance development for Ralph Lauren. It was easy to work off the whole idea of turquoise, she said. The Navajo Indians believed turquoise was a piece of the sky that fell to the earth, so we started to look at the fragrance through layers; a journey of the turquoise falling through the sky.
Mullarkey described the notes in terms of such a journey: Cool Sky, the top note, consists of dewy cassis, indigo violet petals, lily of the valley and cactus flower; the middle note, Sun-Kissed Flowers, features night-blooming cereus, orange flower absolute, Bulgarian rose absolute and desert lily, while the bottom note, Rich Earth, contains earthen patchouli, silver birchwood, polished amber, vanilla bourbon and rum. [The juice] brings in turquoises stone color itself, but also its sensuality, as well, she said.
The company has planned both print and television advertising for Pure Turquoise, featuring dark-haired Russian model Valentina donning Ralph Lauren turquoise jewelry and simple Ralph Lauren gowns. The print campaign will make its debut in the September issue of Vogue, followed by the October issues of womens fashion, beauty and lifestyle magazines. Both the TV and print ads were shot by photographer Bruce Weber.
In addition, the launch will be supported by 20 million-plus scent strips and 20 million scented co-op blow-ins over a three-month period, according to Wiswall. And, while he would not comment on specific figures, industry sources estimate that the company will spend between $12 million to $15 million on advertising.
Will definitely sample.
