Estée Lauder expands Pleasures to create first travel retail exclusive fragrance - 04/10/04
Source: ©The Moodie Report
By Rebecca Mann
UK. Estée Lauder has created its first travel retail exclusive fragrance — Pleasures Exotic.
It will make its debut in the channel in November, in conjunction with selected retailers including Singapore Airlines, DFS Japan, BMI and Emirates. It will be rolled out to travel retail worldwide in December, where it will be available for one year.
“This is truly exciting for us; we are on a very positive fragrance trend following the launch of Beyond Paradise,” commented Estée Lauder Vice President Global Fragrance Marketing Sylvie Kilduff. “Now we are poised to celebrate the launch of Pleasures Exotic. There is really great energy behind our fragrance business in general.”
She added: “This is the first travel retail exclusive fragrance from the Lauder brand…It is something we have been looking at for some time. But we have waited until now because we wanted to make sure we were not launching [an exclusive scent] at the same time as a global launch.”
Pleasures Exotic is described as sexy, playful, energetic and fun. It has been created to appeal to a younger target market than the original Pleasures consumer — travellers aged 25 and up.
The juice is a combination of the original Pleasures’ signature notes, such as peony, green leaves and Indian sandalwood, complemented by new ingredients including mango, pink grapefruit, hibiscus, lychee and cassis.
The fragrance is presented in a line image flacon, decorated with a flower motif and topped with a tinted coral-coloured cap. The outer carton features coral flowers on a sunny yellow background.
Pleasures Exotic will be available in one reference, a 50ml edp spray; a duo presentation has also been created. The recommended price will be about £28, on a par with Pleasures Intense.
The launch will be supported by extensive in-store exposure and HPP promotions. POS material will include launch tester units, blotters, posters/banners, counter cards and self-standing merchandisers.
In addition, a new Beauty Advisor uniform has been created, in the livery of the fragrance. And there is a versatile necklace/bracelet gwp, presented in a voile pouch.
“It took us six months to create Pleasures Exotic — one of the fastest developments of my career,” commented Estée Lauder Companies Senior Vice President Corporate Fragrance Development Worldwide Karyn Khoury. “It all came together very instinctively and quickly…There are some fragrance projects that you feel are just meant to be, and Pleasures Exotic has been one of them.”
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