News- Męski Azzaro Silver Black (ang.)

[forevermore79]

z cosmeticnews.com:

"French fragrance brand Azzaro (Clarins Group) is approaching the staggered
launch of its fourth men’s fragrance. Silver Black will first arrive in
Canada and the US (where it will be called Onyx) in September, followed by
France, Belgium and Switzerland this October.

The brand has a strong, yet developing position in Latin America, hence
Azzaro has delayed the launch of Silver Black in Latin America—where Azzaro
for Men is currently number one in Brazil—until 2007 so as to avoid
cannibalization of Azzaro for Men. The Azzaro brand is still in the process
of consolidating its presence in the region and is not yet ripe for another
fragrance from Azzaro, Azzaro Parfums president Gérard Delcour explains.
Launch dates to other international markets have not been decided and will
not be announced until 2007.

The launch is “a very delicate operation”, Delcour tells
Cosmeticnews.com. “In some markets such as the US, Azzaro does not yet have a
strong presence and so the launch is pretty straightforward. There, we do not
risk damaging our other fragrances on the market.” However, in markets like
Latin America and France, where the brand’s other men’s fragrances such as
Chrome, Visit for Men and Azzaro for Men have a very strong position, caution
had to be exercised when a rollout strategy for Silver Black was being
developed, he adds. It was decided to continue with an October launch in
France because “we did some consumer research and discerned that there is a
core base of loyal Azzaro pour Homme consumers who use up to six bottles a
year and whose loyalty to the product will not be impacted by the arrival of
Silver Black on the market”.

The fragrance, a 13% concentration EdT, was formulated by Françoise Caron at
Netherlands-based fragrance house Quest International.

The Silver Black concept is an attempt to manifest, in fragrance form, the
emerging dichotomy in the modern man: virility combined with elegance, Azzaro
Parfums director of marketing Patrice Vizioz explained at a presentation of
the fragrance in Paris yesterday. In order to do this, Caron has formulated a
juice with “silver, elegant” top notes of green apple, bergamot and green
lemon, which link through a heart of coriander, cardamom, caraway and juniper
to its “black, virile” bottom notes of cedar wood and musk.

Delcour estimates French sales at €1m over the fragrance’s first three
months, representing 25% of Azzaro pour Homme’s market share of 3.9%-4% in
France.

The launch will be accompanied by an aggressive sampling drive, a press
advertising campaign and a 15-day television run preceding the Christmas
sales period.

The EdT comes in 50ml and 100ml sizes at €48 and €60 respectively,
accompanied by a short ancillary line of aftershave lotion (50ml) at €19.50
and non-alcohol deodorant stick (75ml) at €20."

www.cosmeticnews.com/images/parfums/azzaro_silverblack.jpg
Dziwna nazwa- albo silver albo black, no i Onyx w USA- a dlaczego nie
wszedzie? I ta polityka wprowadzania, hmm, a nuty podobne dosc do Chrome-
metalicznie czyste i swieze. Ze wszystkich Azzaro lubie chyba najbardziej
klasyczne Pour Homme, Visit tez niezgorszy.

Wiecej z WWD:

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"PARIS — Parfums Azzaro has concocted what it believes is a scent of seduction.
This fall, the Groupe Clarins-owned brand will introduce Azzaro Pour Homme
Silver Black. In the U.S. and Canada, the men's fragrance will be known as
Onyx.

Indeed, the fragrance is meant to be a seduction tool, according to Gerard
Delcour, president and chief executive officer of Parfums Azzaro.
"Seduction was a key word for Loris [Azzaro]," he added, referring to the
brand's designer.

Patrice Vizioz, international marketing director of Parfums Azzaro, explained
the color silver denotes men's elegance, while the black represents
masculinity.
"The silver attitude is a way of being, a way of comporting one's self," he
said. "Black is darker, more focused on sensuality and sexuality."

In the U.S., Parfums Azzaro has a strong foothold with Chrome, which was
introduced eight years ago and was reportedly the number-five men's fragrance
in department stores during spring. Industry sources estimate Chrome generates
annual sales of $25 million in the U.S.
"For some time, we had been thinking about positioning another significant
men's brand next to Chrome, which [has been] an extraordinary success," said
Brad Horowitz, senior vice president of marketing for New York-based Clarins
Fragrance Group. "The objective [of Onyx] was to put something next to Chrome
to complement it, not cannibalize it." As opposed to the "seduction"
positioning of Onyx, "Chrome is fresh, wholesome, modern — built around the
story of three generations of men," noted Horowitz.

Delcour refers to the new fragrance as a cousin of the 1978 fragrance Azzaro
Pour Homme. They share the same bottle design. However, as Silver Black's name
suggests, its flacon is black with silver accents. Executives said the latter
targets 25- to 40-year-old men.

The Silver Black scent was concocted by Françoise Caron of Quest International.
It features top notes of bergamot, lime, apple and anise; a heart of coriander,
juniper and cardamom, and base notes of vetiver, patchouli, sandalwood and
white musks.

In the U.S., the eau de toilette will be available as 1.7- and 3.4-oz. sprays,
priced at $44 and $60, respectively. Its ancillary line includes a 1.7-oz.
aftershave and a 2.7-oz. deodorant for $30 and $16, respectively.
The scent will bow in October in the U.S., Canada, France, Belgium and
Switzerland. A further rollout is planned for 2006 and 2007.

Azzaro executives refused to divulge sales forecasts, but industry sources
estimate Silver Black, or Onyx, will generate upward of $20 million in first-
year retail sales volume in the U.S.

With the new scent, Clarins executives are said to be targeting a top-10
ranking in the U.S. men's department store fragrance category. The fragrance
will be carried in roughly the same 2,000 U.S. department store doors that
stock Chrome.
"The hallmark of any Clarins brand is a focus on the long term," said
Horowitz. "We don't get into anything lightly."

The fragrance's launch will be backed by an advertising campaign shot by Bruno
Bisang. It features model Maryam Abdullina dressed in a shimmering Azzaro gown
sidling up to model Marc Leroy. The campaign will run as single pages and be
supported by scented inserts. There will also be one million vials-on-card,
which will be handed out in-store for 13 weeks, from October to December.
An estimated $15 million has reportedly been earmarked to advertise and promote
the scent in the U.S."
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