Quest Fine Fragrance Marketing Manager, Paris
2004 Fine Fragrances Launches Presentation
Cheshunt Marriott Hotel, Hertfordshire, UK
Reviewed by Clio VIDAL
For the last 4 years, the BSP November meeting has been one of the most popular events within the BSP programme.
No wonders: it combined a very informative presentation, loads of smelling and dreaming, diving into the marketing world of the latest FF launches, all orchestrated by Quest talented Marketing Director, Sacha Borodinsky.
Unfortunately, Sacha left for some pastures new… leaving a challenging gap to fill in.
But with bags of enthusiasm and a contagious passion for Perfumes, Lauren Creecy was not afraid of stepping in to conquer an anxious crowd. American, Lauren worked at Dragoco US before joining Quest and being offered the post of FF Marketing Manager at their French headquarters, near Paris. She took us through the main FF launched this year with the Quest classification in mind.
A. Female Fragrances
1. Eaux revivals
Since the launch of Bulgari Eau Parfumée Au Thé Vert and following the incredible success of both CK One, that modernised the fresh citrus theme, and Thierry Mugler’s Cologne, that made it more complex , the “Eaux” family keeps on this path becoming more complex with green, marine and woody accords complementing the main citrus notes. Main launches were: Aquazur (Lancaster) and Winter Four Seasons (Van Cleef & Arpels).
2. Clean & Sexy
This is a recent family with its main parent being Glow (2002) by Jennifer Lopez and a clean skin, “out of the shower” sexiness where musks are real key notes. In 2003, some activity has already been seen there with Pure by Jil Sander and Breathless by Victoria’s Secret. Main 2004 launches include the clever: Eau des Merveilles (Hermès), a revival of masculine woody notes like vetiver enhanced by some very aldehydic top notes.
3. Radiant Florals
This is still the traditional family of easy to wear, day fragrances. Tendency is towards more natural notes with quite a lot of fruitiness (red and exotic fruits). As usual a very busy family with many launches: Ralph Lauren Ralph Cool, Summer Four Seasons (Van Cleef & Arpels), Island Kiss (Escada), Lacoste Touch of Pink (it aims to seduce new young consumers as Lacoste would like to capitalise on its success of the 80-90’ies but faces the “ageing” of its customers), Tommy Hilfiger’s True Star (the face of True Star is Beyoncé who features in a black and white advertising campaign, quite a different style for Tommy Hilfiger who seems to go for this “timeless” style like many of his fellow American designers), Love in Paris (Nina Ricci), Christian Dior’s Dior me Dior me not (travel retail only), Ralph Lauren Lauren Style (Lauren Style advertising uses the same black and white symbolism for capitalising on timeless family values and a “New England” atmosphere), Echo Woman (Davidoff) , Ungaro Apparition, DKNY Be Delicious (Be Delicious is the first perfume launch with DNKY license under Estee Lauder-it was previously owned by LVMH).
4. Timeless florals
Their share has increased as difficulties in economical and political spheres push customers towards classical, “safe” values and in term of fragrances, these are Florals with in 2004: Love fills L’air du Temps (Nina Ricci), YSL Paris Rose des Bois, Aqua di Roma (Laura Biagotti), Iris Nobile (Aqua di Parma), Calvin Klein’s Eternity Moment (Scarlett Johnson is the face for Eternity and a trend to choose actresses for fragrance faces is emerging with Charlize Theron for J’Adore and Nicole Kidman for Chanel No 5).