forevermore79
27.05.05, 09:18
Z dzisiejszego WWD- potwierdzily sie moje wczesniejsze doniesienia- kolejny
galaktyczny zapach Muglera- trzeba poczekac do jesieni, flakon faktycznie
nieziemski, jednakze w zamierzony sposob etnicznie kiczowaty.
"WWD.com
PARIS — Thirteen years after catapulting Angel into the fragrance
stratosphere, Thierry Mugler Parfums is set to launch a scent with
otherworldly positioning.
Alien — as the new juice for women is called — is due out globally, save for
Spain and Portugal, in September.
Vera Strubi, president of Thierry Mugler Parfums Worldwide and head of Stella
Cadente Parfums (both divisions of Groupe Clarins), described the Alien woman
as "a kind of shaman, a type of enchantress. She is transmitting joy in the
world. This woman has special power. You don't know if she comes from the
past or the future; she comes from elsewhere, which the name indicates."
Strubi and Mugler — who was involved in each step of the project — began
thinking up the new fragrance's name five years ago. In keeping with the
appellation of some other Mugler scents, the team wanted it to be five
letters long and starting with "a," like Angel.
"We thought something with five letters would bring luck," said Strubi. "We
thought Alien is a very Mugler word."
The advertising also clearly has the stamp of Mugler, who chose and
photographed the striking and otherworldly looking half-Korean, half-German
model Tina Baltzer to star in the single- and double-page print ads. In them,
she holds her hands up, with the Alien bottle. Between the two, mysterious
rays pass, and Baltzer's hair streams in undulating waves. Mugler also
created the 30- and 45-second TV ads starring the model, which should break
in some countries during the holidays.
For the scent, the Mugler team wanted a fragrance full of paradoxes. So
International Flavors & Fragrances' Dominique Ropion and Laurent Bruyere
concocted a juice with white transparent amber notes, a woody note suffused
with the proprietary Cashmeran and a jasmine sambac note.
"It is haute parfumerie fragrance," said Strubi, who added that in the scent,
she desired a mix of strange and familiar notes. "It is a fragrance that
inspires happiness. The whole idea is to give energy, joy and mystery — but
not on the dark side."
Alien's bottle was fashioned to resemble a faceted amethyst. It is purple
with the scent's name engraved in what looks like ancient typeface on the
back. "It is a precious stone, full of symbolic spirit," said Strubi. Gold
touches on the flacon are reminiscent of bevels on jewelry. The scent's outer
packaging harkens back to that of Angel.
"We hope to make another classic," said Strubi, referring to that scent that
tops the fragrance charts worldwide, including France, where it is the
perennial favorite.
While Mugler executives would not discuss first-year sales estimates for
Alien, industry sources project the scent will generate at least $25 million
in wholesale volume worldwide for the first 12 months on counter.
Roughly $3 million to $5 million of that wholesale volume could be done in
the U.S., according to industry sources.
Benjamin Gillikin, president of the Clarins Fragrance Group in the U.S.,
declined to comment on the estimate. But he said the fragrance will be
launched in the U.S. in a tight distribution network of about 100 specialty
store doors of Neiman Marcus, Saks Fifth Avenue, Nordstrom and
Bloomingdale's. That's fewer than the Mugler universe of 450 doors, he added,
indicating that more doors will be gradually filled in, beginning early next
year.
The promotional attack will be precise, consisting of scented strips in store
catalogues and scented pieces mailed to consumers by individual doors.
Gillikin said his goal is to "attract new consumers."
The Alien line is to include a 60-ml. refillable eau de parfum spray for $111
at current exchange rates, or 89 euros; a 30-ml. refillable edp spray for
$83, or 66 euros; a 30-ml. nonrefillable edp spray for $61, or 49 euros; a 10-
ml. refillable purse spray for $84, or 67 euros; a 200-ml. shower gel for
$39, or 31 euros; a 125-ml. bath oil for $54, or 43 euros, and a 200-ml. body
cream for $64, or 51 euros. For the holidays, there will also be a 15-gram
incense burner for $61, or 49 euros. Prices are for France.
"In terms of the concept, some will be shocked, while others will like it,"
said Strubi. "I think we will find a new clientele."
To help generate enthusiasm for Alien, an "Initiatic Space" has been opened
in an old Thierry Mugler boutique on Paris' Avenue Montaigne. The location,
which will remain open until mid-October, is meant to be a showcase where
press, sales staff and consumers can learn about the fragrance."
Flakon:
www.wwd.com/content/issues/052705.jpg
Reklama:
www.wwd.com/content/articles/052705_2.jpg
