"French fragrance manufacturer Inter Parfums SA is introducing its first
fragrance for French brand Lanvin, for which it acquired the license in July
2004. Arpège pour Homme will be the second men’s scent to join the franchise
after Lanvin Homme, launched in 1997.
Although Inter Parfums intends to keep the “originality and substance” of the
Lanvin brand intact, it aims to add a modern, contemporary appeal. The launch
also marks a move to develop the brand’s men’s portfolio.
The sales objective (ex-factory) for the launch has been set at €4m-€5m by
the end of the fiscal year (December 2005), Inter Parfums Luxury & Fashion
division president Frédéric Garcia-Pelayo tells Cosmeticnews.com. The
objective (ex-factory) worldwide for the whole Lanvin fragrance brand is
between €28m and €30m by year-end.
Arpège pour Homme is scheduled to arrive in global markets from September,
supported by magazine advertising and sampling. In selected countries, a
joint marketing effort between Inter Parfums and French musician Claude
Challe, whereby a four-track CD will be given away with the purchase of the
100ml EdT, will be introduced (France, Belgium, Italy, Switzerland, the UK
and maybe the US).
The line comprises 30ml, 50ml and 100ml EdTs, priced €35, €45 and €60
respectively, a 100ml aftershave spray (€45), 150ml aftershave balm (€22),
and 150ml body and hair shower gel (€20)."