News- Azzaro: Chrome Legend (ang.)

14.09.07, 14:55
Z WWD.com:

"NEW YORK — A decade after launching Chrome, Parfums Azzaro is
looking to boost the business with the launch this fall of Chrome
Legend, a new men's scent.
"We have been following on the successes of Chrome," Gerard Delcour,
president of Parfums Azzaro, which is owned by Groupe Clarins, said
during a recent interview. "We are continuing the story with Chrome
Legend."
He added that worldwide, Chrome was the number-nine fragrance in its
distribution network. "We thought this was the time [to] launch an
addition to Chrome."
Plans call for Chrome Legend to be launched in September within
Chrome's existing distribution network, or about 2,200 department
store doors. This includes Macy's, Dillard's and Belk stores. It's
the first time an Azzaro scent has been launched first in the U.S.,
Delcour noted. France and the rest of Europe will get the scent in
spring 2008, he said.
"It's a more sophisticated fragrance than Chrome," Brad Horowitz,
senior vice president of marketing at Clarins Fragrance Group, said
of Chrome Legend. "It's like the Chrome guy 10 years later."
Chrome Legend, an eau de toilette, was blended by fragrance supplier
Quest International, which is being integrated into Givaudan after
the latter acquired Quest last year. Chrome Legend mixes top notes
of tea, green apple and bitter orange with middle notes of musk,
moss and sea spray, and base notes of cedar, vetiver, amber and
tonka bean.
The Chrome Legend bottle, which is a deeper blue than Chrome, was
designed in-house. The edt will be available in a 2.6-oz. version
for $49 and a 4.2-oz. size for $66. A deodorant stick, 2.6-oz. for
$16, will accompany the scent.
Industry sources estimate Chrome Legend could generate $12 million
in first-year retail sales.
A national print advertising campaign, which is slated to run in
November and December issues of men's magazines, will support the
scent. Industry sources estimate that about $5 million will be spent
to advertise and promote Chrome Legend. — Matthew W. Evans"
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