forevermore79
15.10.04, 15:53
Kolejna z najbardziej prestizowych marek pielegnacyjnych wchodzi na rynek
perfum ( troche wczesniej krok ten podjelo np. Orlane z Be21 ).
Z WWD:
"NEW YORK — Curious Britney successes notwithstanding, this is no time to be
diving headfirst into the fragrance market. And La Prairie worldwide
president Lynne Florio is the first to admit that fact.
Emboldened by a red-hot luxury market and three years of double-digit skin
care gains, however, Florio is marshaling her troops behind Silver Rain, the
largest fragrance launch in the Beirsdorf-owned company’s history. In a first
for the brand — for any La Prairie product — the floral Oriental scent will
go to virtually the full La Prairie distribution of 5,000 doors in 100
countries in early March. The company does not break out figures, but
industry sources estimate that La Prairie is aiming to do $50 million in
retail volume during the first 12 months.
“Launching globally is a very exciting enterprise for us,” noted Florio. “But
we felt Silver Rain was powerful enough that we wanted everyone, worldwide,
to be at the same place with this at the same time.”
To make that happen, Florio has been playing New York host to scores of La
Prairie affiliates and distributors in recent weeks. In days stretching from
sunrise to sunset and beyond, she’s even capped off dinner at the River Café
with a walk back over the Brooklyn Bridge at midnight.
That level of effort is necessary when you’re attempting to carve out a new
niche in beauty: luxury fragrance. “I don’t think that with Silver Rain by La
Prairie we’re entering the fragrance marketplace,” she said. “I think what
we’re about to do is create a new category. I think we’re going to be the
forerunner in luxury fragrance.” For La Prairie, that means $135 for 1.7 oz.
of Silver Rain eau de parfum.
Backed by an ad spend rumored to be in the $20 million ballpark, Silver Rain
will differentiate itself from the Sisley Eau du Soirs of the world. Another
oft-mentioned competitor, La Mer, doesn’t have a fragrance in its lineup at
all. Yes, there are random ultrapricy scents that fall into the luxury
landscape — Joy springs to mind — but they aren’t necessarily attached to
$300 million skin care lines. Consider Silver Rain the scent equivalent of
$175 jeans.
“If you look at any type of fragrance statistics, purchases are dwindling,
people aren’t wearing as many scents,” said Florio. “That’s why some
companies may feel pessimistic about entering the fragrance arena.
“But when we talk about luxury as a category — which is what La Prairie deals
with and knows best — we all know that that’s the growth area,” Florio
added. “And that’s worldwide.”
The tightly edited Silver Rain collection comprises just four core items: the
aforementioned EDP spray; a purse spray with three 1/4-oz. refills for $100;
a 7-oz. perfumed body cream for $150, and a scented candle for $100.
The showstopper in the line is a limited-edition sterling silver
Christofle “cachette” featuring three 1/2-oz. vials of Silver Rain eau de
parfum and two spin-off eaux de parfum — Silver Sensuality and Silver Spice.
Retailing for $2,000, it’s offered in a run of 1,000 signed and numbered
units.
Created by Quest’s Claude Dir, the flagship Silver Rain scent contains top
notes of crisp green apple, Thai anise seed and bergamot zest; a heart of
gardenia tuberose blossom, Chinese star magnolia and night-blooming Indian
jasmine, and a spicy base of patchouli leaves, vanilla infusion and rich
musk.
The scent’s luxury m.o. will be underscored by a 20,000-square-foot, 17-room
Silver Rain Spa at the Ritz-Carlton, Grand Cayman Island, slated to open in
late spring. According to Florio, the $400 million hotel property, still
under construction because of recent hurricane woes, is the ideal setting for
the spa venture, which was conceived in tandem with the Silver Rain scent.
“We have more than a fragrance here,” said Florio. “When you talk about what
people want in luxury, one of the things they want is to go to the best spas
in the world. And Ritz-Carlton is the perfect partner for La Prairie.”
The Silver Rain print ad campaign, configured in singles and spreads, breaks
in the March issues of W (which, like WWD, is a unit of Fairchild
Publications Inc.), Vogue, Vanity Fair, Town & Country and a few yet-to-be-
determined niche publications targeting affluent readers. Shot by legendary
photographer Hiro, the striking image represents the first time La Prairie
has used a living, breathing woman in its advertising. (Well, make that a
superwoman: The gorgeous creature is actually a composite of four models.)
“Silver always feels a little cold,” Florio explained. “So we felt there
needed to be another element of sensuality, humanity and beauty.”
The tag line — “a disturbance in the atmosphere” — works on different
levels. “Well,” said Florio, “what do women want in a fragrance? Certainly a
little disturbance, right? They want to have something happen.”
And so does La Prairie. “We hope to cause a disturbance in our retail
atmosphere, too,” Florio added. “We want to create something new.”
Zdjecia: (flakon to majstersztyk)
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