BW Confidential - Issue #3 - September 2010 - (Page 16)

Launches Fragrance Coty is to launch a new fragrance for its Chloé brand this fall called Love Chloé. It is thought that the new scent could do up to $100m at retail and the company has high expectations for the line in Asia and in France. Given the success in Japan of the first Chloé fragrance by Coty in 2008, the group tested Love Chloé for Asian tastes before the launch. The new fragrance is a powdery floral created by Givaudan perfumers Louise Turner and Nathalie CettoGracia. It comes in a pink bottle with a metallic gold colored base and a gold chain accessory at the top. Love Chloé will be supported by an ad campaign, which will have a similar level of investment as the signature fragrance, and will include print ads and a TV spot directed by Roman Coppola. Launch: September (Europe); spring 2011 (US) Prices: 30ml EdP - €53; 50ml EdP - €72; 75ml EdP - €91.80 Givenchy (LVMH) is rolling out a women’s counterpart to the Play fragrance, which debuted for men in 2008 with singer and actor Justin Timberlake as its spokesperson. As with the men’s line, the brand has introduced two scents for women in the franchise: an EdP and an EdP Intense, both of which have amyris wood at the heart. Both come in bottles designed by Serge Mansau and take their inspiration from hi-tech gadgetry. The women’s line will be supported by an ad campaign featuring Timberlake and Canadian model Noot Sear, which was filmed at the Eiffel Tower. Launch: roll out from August Prices: 50ml EdP - €70; 75ml EdP - €85; 50ml EdP Intense - €75; 75ml EdP Intense - €91 To mark the 40th anniversary of the Roberto Cavalli brand, Italian company ICR-ITF will launch a limited- edition fragrance for the franchise. Called Anniversary, the fragrance comes in a round glass bottle featuring three intertwined snakes—the symbol of the Cavalli brand—and is topped with a silver cap. The fragrance, composed by IFF’s Olivier Polge is described as a floriental fruity, and includes notes of raspberry, green apple and orange flower. Launch: September Prices: 30ml EdP - €48; 50ml EdP - €69; 100ml EdP - €90 16 P&G is looking to the young consumer with the launch of its new Gucci women’s fragrance, Gucci Guilty. Given its younger target, the scent will be backed by a major social networking campaign, as well as print ads and a racy TV spot featuring actress Evan Rachel Wood and actor Chris Evans. The oriental floral fragrance comes in a muted gold colored metal and glass bottle decorated by two interlocking ‘Gs’. Launch: September Prices: 30ml EdT - €55; 50ml EdT - €69; 75ml EdT - €90 September 2010 - N°3 - BW Confidential

Table of Contents for the Digital Edition of BW Confidential - Issue #3 - September 2010

Cover
Contents
Comment
Update
- Brand & retail news recap
- Digital digest
- Companies on the move
Take note
- Market facts, figures & trends
Best of BW
- Highlights from our e-publication
Launches
- The latest in fragrance, skincare & make-up
Interview
- O Boticário president Artur Grynbaum
Insight: luxury
- Category overview
- Pricing
- The internet
- Return to quality
Wellness
- The spa consumer
- Spa case studies
Retail
- New store concepts
Travel retail
- Inflight sales
Market watch: US
- Country overview
- Industry roundtable
- Retailing analysis
- Emerging retail channels
Radar
- Six up-and-coming beauty brands
Packaging trends
- Make-up innovations
Last word
- Inspiration&Creation founder Leïla Rochet-Podvin

BW Confidential - Issue #3 - September 2010