forevermore79
16.06.06, 18:53
Nowa, wielka damska premiera Givenchy (na jesien zapowiadane tez jest Amarige
Mariage), z cosmeticnews.com:
"LVMH-owned brand Givenchy has chosen a two-step launch strategy for its new
women’s fragrance, Ange ou Démon (Angel or Demon). The line will debut from
mid-August to mid-September in 30% of Givenchy’s international markets:
France, Belgium, the Netherlands, the UK, Greece, Russia, Kuwait, Mexico,
Canada and at Nordstrom department stores in the US. The fragrance will hit
remaining markets some nine to12 months later.
“The two-step strategy is one we’ve used before with Organza and Pi”,
Givenchy ceo Alain Lorenzo tells Cosmeticnews.com. “We are going to invest a
massive amount of money without taking risks for the entire brand. We will
invest a little more than for Very Irresistible,” he adds. This two-step
approach will perhaps also allow Givenchy to fine-tune any problems before
going global.
Interestingly, the fragrance will make its worldwide debut in travel retail,
ahead of all domestic markets. French travel retailer Aelia will carry the
line at its French airport locations from mid-August; a few days before the
first domestic rollout in the UK.
In the Middle East, (with exception of Kuwait where the fragrance will launch
first), Ange ou Démon will be renamed as the current name has been rejected
by the religious authorities, according to Givenchy. The firm has not yet
decided on a new name.
The ad campaign will initially constitute press and outdoor visuals only
using the tag line “She alone knows,” featuring 20-year-old French model Mary
Steiss captured by photographer duo Inez van Lamsweerde and Vinhoodh Matadin.
In line with the dual name, the campaign is made of two images, one for the
angelic side of the product and one for the demonic side.
“We will invest in a TV campaign but not during the first year of the
launch,” explains Lorenzo, who expects Ange ou Démon to be in the French top-
five bestsellers in France and in the international top 10 after one
year. “Our obsession is not to cannibalize Very Irresistible, for which we
will maintain a very strong investment,” explains Lorenzo. “Our EdP version
of Very Irresistible allowed us to increase the market share of Very
Irresistible by 50% in France and the EdT version did not show any decline
when the EdP launched. This phenomenon is international.”
The Ange ou Démon EdP line, however, targets a more mature woman than Very
Irresistible. Firmenich’s Olivier Cresp and Jean-Pierre Bethouart created the
oriental floral. The top notes are fresh with essence of white thyme,
mandarin orange from Calabria and essence of saffron. The middle note mixes
maxillaria orchid, lily and ylang ylang, while the base note is made of tonka
bean, vanilla, rosewood and oak wood absolute.
The scent comes in a bottle reminiscent of a single crystal from a
chandelier, designed by French designer Serge Mansau. The glass bottle, with
its dark top grading to a transparent base, is decorated with a series of
droplets engraved on the back.
Prices of the six-sku line range from €95 for the 100ml EdP down to €26 from
the 100ml Perfume deodorant Spray."
Kampania reklamowa:
www.cosmeticnews.com/images/tags/givenchy_demon.jpg
Zdjecie flakonu i opis z escentual.co.uk (tam juz zapowiedziana cala linia
produktow):
"Givenchy introduce Ange ou Démon, an Oriental Floral fragrance centred
around the noble lily and magnified by the elegance of palissander and oak
woods. A sensual and elegant fragrance with a high level of natural
ingredients. Ange ou démon is packaged in a precious bottle that symbolises
luxury and femininity: a unique crystal droplet representing light and
shadow.
TOP NOTES - Crystalline Femininity: white thyme essence, mandarin from
Calabria and saffron essence.
HEART NOTES - Radiant Nobleness: noble lily, ylang-ylang, orchid maxillaria.
BASE NOTES - Mysterious Addiction: tonka bean, vanilla, palissander wood and
oak wood essence."
www.escentual.com/isroot/Escentual/SiteImages/ProductImages/Ange_Ou_Demon.jpg
Wyglada ciekawie- czyzby Givenchy wracalo do formy po cyklu nieudanych
premier? Nie jestem tylko pewien, czy ta strategia wprowadzania ich na rynek
faktycznie sie sprawdzi- i kiedy dotra do Polski.
