sorbet
21.05.04, 12:06
Tekst jest strasznie długi, więc wyciągam kawałek o zapachu :-)
Zdjęcie: http://www.makeupalley.com/account/pics/1/1/117124-123.jpg
However, Eternity Moment is a completely different concept, said Klauberg.
Firmenich concocted Eternity Moment; the original Eternity was formulated by
International Flavors and Fragrances. The Eternity Moment juice, which
Klauberg describes as a “fresh-squeezed floral,” has top notes of lychee,
guava and pomegranate flower; a heart of Chinese pink peony, passion flower
and nymphea, and a drydown of musks, rosewood and raspberry cashmere.
The Eternity Moment collection includes eaux de parfum sprays in two sizes,
1.7 oz. for $45 and 3.4 oz. for $60, as well as a 6.7-oz. body lotion, for
$36, and a 6.7-oz. bath and shower gel, for $27.50. It is priced on par with
the first Eternity.
The Eternity Moment bottle, a reinterpretation of Fabien Baron’s original
Eternity concept — a rectangular glass bottle topped with a silver T-shaped
cap — is slightly taller and sleeker than its predecessor, with a clear
Lucite top. The juice inside is tinted a delicate pink, and the outer
packaging is a soft pink.
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Cały tekst
WWD.COM
Calvin Klein’s Moment
By Julie Naughton
NEW YORK — Can Eternity grab another Moment in the sun? Calvin Klein
Cosmetics is about to find out.
In September, the Unilever-owned brand will launch its first new scent,
Eternity Moment, since top management reorganized Unilever’s prestige beauty
businesses last October. The intention is to leverage brand recognition by
borrowing the name and bottle shape of one of the top-selling Calvin Klein
fragrances of all time, Eternity, said executives. The new version is
expected to draw in a new consumer base, women in the 22-to-30-year-old age
range. And to further support that positioning, as reported first by WWD in
February, the brand has also signed actress Scarlett Johansson to front the
new fragrance.
If all goes as planned, sources estimate that Eternity Moment could notch
upward of $100 million globally in first-year retail sales, with $45 million
of that figure expected to be produced in the U.S.
After Unilever’s three business entities for prestige beauty — Calvin Klein
Cosmetics, Unilever Prestige and European Designer Parfums — were merged into
one unit, Unilever Cosmetics International, last October, a number of market
rumors intensified. The move had deposed each of the units’ respective
presidents — Calvin Klein’s Hilary Dart, Unilever Prestige’s Laura Lee Miller
and European Designer Parfums’ Gabriele Pungerscheg — reigniting yearlong
speculation that Unilever was shopping around various portions of its beauty
businesses, including Calvin Klein.
The rumors intensified after longtime Unilever veteran Laura Klauberg was
installed as senior vice president of marketing for UCI in October, and again
after another Unilever veteran, Fergus Balfour, took over UCI’s president and
chief executive role from Kevin Boyce, who resigned in March after just nine
months on the job.
However, both Klauberg and Balfour steadfastly deny that any of their
properties are on the block. In fact, promised Balfour, “you’ll be hearing a
lot over the next few months about our plans to focus on our key brands.”
Earlier, on Feb.17, Klauberg had noted in response to the rumors, “We are
making a significant investment in Calvin Klein Cosmetics, and we remain
extremely committed to the brand. In addition to the new fragrance and our
signing of Scarlett to be its face, we’ve got a number of other things in the
works for this brand.”
Klauberg, in a recent interview, added of Johansson’s signing, “We thought
about brand values and looked for talent which embodied those traits.
Scarlett fits the bill perfectly. She’s ultraconfident and she’s of the
moment.”
Added Balfour, “Calvin Klein has a longstanding tradition of signing
spokespeople who are on the way up. We feel like we’re catching Scarlett as
she starts to bloom into the public awareness, and we’re very excited to be
working with her.”
And while Balfour and Klauberg are charged with the task of turning around an
embattled business, both say that they feel the new fragrance — and the
strategy behind it — is more than equal to the task.
“This [project] is one of a number of innovations we will bring to this
category,” promised Balfour. And Balfour’s enthusiasm was echoed by
Klauberg. “There is incredible equity in the [Eternity] name in terms of
consumer awareness, its core values and the equity of the brand,” she said,
adding that the original Eternity was launched in 1988. “The performance of
[Eternity] in 2003 put it in the top 15 brands, and it was up 3 percent in
retail sales in the U.S. last year. This brand still has considerable legs.
And the real opportunity in trying to aggressively grow the brand is bringing
in younger consumers. The user today is 30 to 45 years old; what we need to
do is bring in new younger consumers in the 22-to-30 age range — a very
sophisticated, independent-spirited consumer on the verge of starting her
career. That’s the consumer we’re really going after with Eternity Moment.”
Over the past several years, the company has produced several flankers to
Eternity, including Eternity Rose Blush and Eternity Purple Orchid, which
produced incremental business for the Eternity masterbrand, noted Klauberg.
However, Eternity Moment is a completely different concept, said Klauberg.
Firmenich concocted Eternity Moment; the original Eternity was formulated by
International Flavors and Fragrances. The Eternity Moment juice, which
Klauberg describes as a “fresh-squeezed floral,” has top notes of lychee,
guava and pomegranate flower; a heart of Chinese pink peony, passion flower
and nymphea, and a drydown of musks, rosewood and raspberry cashmere.
The Eternity Moment collection includes eaux de parfum sprays in two sizes,
1.7 oz. for $45 and 3.4 oz. for $60, as well as a 6.7-oz. body lotion, for
$36, and a 6.7-oz. bath and shower gel, for $27.50. It is priced on par with
the first Eternity.
The Eternity Moment bottle, a reinterpretation of Fabien Baron’s original
Eternity concept — a rectangular glass bottle topped with a silver T-shaped
cap — is slightly taller and sleeker than its predecessor, with a clear
Lucite top. The juice inside is tinted a delicate pink, and the outer
packaging is a soft pink.
In the U.S., the fragrance will be available in 2,200 department and
specialty store doors.
As reported in February, Johansson’s role in the scent will include print and
TV campaigns, both shot by Peter Lindbergh and, for the black-and-white TV
campaign, creative direction by Neil Kraft of Kraftworks.
Print, much of it containing scented strips, is expected to break in October
magazines, while TV is set for an early October launch. Industry sources
estimated that the actress will earn upward of $2 million from her Unilever
deal and that about $20 million will be spent on advertising Eternity Moment
globally, although neither Klauberg nor Balfour would comment on any
financial details relating to the campaign. Upward of 25 million scented
impressions — divided between vehicles included scented strips and deluxe
miniatures — are expected in the fragrance’s first year on counter. Both the
fragrance and the body lotion will be sampled.
While Klauberg wouldn’t talk about spendin
