Lancôme embarks on new Tendre Voyage with Miracle - 06/04/09
Published: 06/04/09
Source: ©The Moodie Report
By Rebecca Mann
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L’Oréal experiments with new exclusives strategy, spearheaded by Lancôme's Miracle Tendre Voyage
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FRANCE. L’Oréal Produits de Luxe Travel Retail Worldwide has extended its Lancôme Miracle feminine fragrance pillar with a new, travel retail exclusive version. Miracle Tendre Voyage is being rolled out in the channel this month, priced at €58 for 75ml.
As
previously reported, the project represents a new exclusives strategy for the L’Oréal group. Earlier this year Oliver Teboul, the head of L’Oréal travel retail's new Global Marketing operation, told The Moodie Report: “We will create exclusive products within the franchise of an existing brand, for example, Miracle Tendre Voyage, a travel retail exclusive fragrance for Miracle.
“Our surveys show that travellers like to find something specific at the airport, and Miracle is still our biggest franchise worldwide. So it makes good sense to develop an exclusive in this way…We also have a travel retail specific project planned for Polo Blue.”
Teboul continued: “This is a new strategy…and we will need to evaluate how it works. But we are confident because it allows us to reinforce the message of the brand, to stay consistent, but also to communicate at the point of sale [in travel retail] that we have something different and exclusive to offer.”
The Miracle Tendre Voyage juice – composed by Firmenich’s Alberto Morillas and Harry Fremont – is a reworked version of the original, in which the peony-scented heart is given a vibrant new edge thanks to the crisp piquancy of freshly-cut flowers.
“Our wish was to create a fragrance enhanced with much more fluidity and freshness than eau de parfum Miracle, a scent whose ultra-natural top notes and lightly aqueous character would convey a more vivacious impression, reminiscent of morning dew shimmering on a bouquet of fresh flowers,” the noses explained.
Consequently, Miracle Tendre Voyage opens on green and fruity top notes, notably Sicilian mandarin essence, violet petal absolute and rosebud. The heart features Bulgarian rose essence and peony; the base musk and cedar.
The tapered glass flacon is reminiscent of the original bottle, and sports a sparkling, chequered ring around the neck.
The face of Miracle Tendre Voyage is long-time Lancôme house model Inès Sastre, who is depicted being embraced by a child.
MORE STORIES ON LANCOME
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C'est Magnifique: new Lancôme feminine fragrance reaches number one in key European airports – 11/10/08
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