Code of Conduct
Results 1 to 6 of 6
  1. #1

    Default Silver Black dodges its way onto the Azzaro playin

    French fragrance brand Azzaro (Clarins Group) is approaching the staggered launch of its fourth men’s 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 America—where Azzaro for Men is currently number one in Brazil—until 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 brand’s other men’s 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 fragrance’s first three months, representing 25% of Azzaro pour Homme’s 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

  2. #2

    Default Re: Silver Black dodges its way onto the Azzaro pl

    Wasn´t the new Davidoff named something extremely similar?
    mmm

  3. #3

    Default Re: Silver Black dodges its way onto the Azzaro pl

    Yeah, it's Silver Shadow.

    With all those fragrances called Black, I think consumers are going to get confused.

    -Hi, I would like a bottle of Black please.
    -Yes of course...Black from Armani, Ralph Lauren, Paco Rabanne, Azzaro... euhr... or Kenneth Cole.
    -Eurh? Nevermind I'll take Acqua di Gio instead.

  4. #4

    Default Re: Silver Black dodges its way onto the Azzaro pl

    Quote Originally Posted by elektriqueblue
    there is a core base of loyal Azzaro pour Homme consumers who use up to six bottles a year
    [smiley=shocked.gif] [smiley=shocked.gif] [smiley=shocked.gif]

    6 bottles of Azzaro PH a year!?! Phewww......

  5. #5

    Default Re: Silver Black dodges its way onto the Azzaro pl

    I wonder if Davidoff/Lancaster Coty is putting on the pressure for Azzaro to call it Oynx in North America? Not ruffle their Silver Shadow launch.

  6. #6

    Default Re: Silver Black dodges its way onto the Azzaro pl

    what happen with the color BLACK in the upcoming releases ???

    now Azzaro...

    [smiley=shocked.gif] anyway i like the name ONYX

Similar Threads

  1. Bad experienc experience wth Azzaro Silver Black
    By greendragon in forum Male Fragrance Discussion
    Replies: 11
    Last Post: 5th February 2008, 12:33 PM
  2. New: Jack Black scent trio.
    By cedriceccentric in forum Male Fragrance Discussion
    Replies: 5
    Last Post: 19th February 2006, 05:24 PM
  3. Polo Black v. Azzaro Onyx v. Baldessarini
    By armando in forum Male Fragrance Discussion
    Replies: 1
    Last Post: 8th November 2005, 08:50 PM
  4. Completely new from Azzaro
    By Piedroso in forum Male Fragrance Discussion
    Replies: 1
    Last Post: 2nd September 2005, 03:37 AM
  5. More on Azzaro Onyx/Silver Black.
    By cedriceccentric in forum Male Fragrance Discussion
    Replies: 11
    Last Post: 10th August 2005, 07:47 PM

Posting Permissions

  • You may not post new threads
  • You may not post replies
  • You may not post attachments
  • You may not edit your posts
  •