forevermore79
16.05.08, 09:57
Czyli efekt zapowiadanej wspolpracy Porsche Design z Azzaro/grupa
Clarins, z WWD.com:
"By Jennifer Weil
Groupe Clarins is adding some horsepower to the Porsche Design
portfolio, which is expanding into fragrance. A new men's scent,
called The Essence by Porsche Design, has been developed jointly by
the beauty firm and the Porsche SE subsidiary that produces high-end
accessories. The scent could generate up to $23.4 million in global
retail sales during its first four months.
PARIS — The first olfactive creation — a men's scent — from Porsche
Design Group is revving up to bow this fall.
Called The Essence by Porsche Design, it was developed jointly by
the Porsche SE subsidiary producing high-end accessories and Groupe
Clarins' Parfums Azzaro. As reported, the two companies signed a
long-term beauty license agreement in June 2006.
Gérard Delcour, president of Parfums Azzaro and Porsche Design
Fragrances, explained Porsche Design had been searching for — among
other criteria — a family owned company with savoir faire in
fragrance. Parfums Azzaro, meantime (under the Clarins-Courtin
family's auspices), had been looking for a another strong brand to
add further muscle to its scent business.
"It is a name everyone knows; next to 'Porsche' is the
word 'design,' which is something modern and in the l'air du temps,"
said Delcour, adding that the pairing of names "gives a strong
brand."
Porsche Design, based near Stuttgart, Germany, was started in 1972
by Ferdinand Alexander Porsche, grandson of the famed carmaker. A
trained designer, he first worked in his family's car company, where
he designed the fabled 911, and then began the design firm, where he
remained until retiring in 2003.
Since then, Porsche Design has focused on growing its brand
visibility through enlarging its mostly accessories selection, which
already runs the gamut from sunglasses to watches to pens, and also
its door count. (The plan is to double its sales points in the next
few years from around 60 today.) The company has numerous projects
to create everything from high-rise buildings to cell phones, as
well.
"It is based on refined design," said Brigitte Lacaze, international
marketing manager for Porsche Design Fragrances, who added that
Porsche Design's creations are always functional, timeless and
masculine.
One molecule — Artical, from International Flavors & Fragrances
(IFF) — was the starting point for The Essence by Porsche Design's
fresh aromatic woody juice.
"We wanted an ultrafresh fragrance, but not with a marine
freshness," said Lacaze, who explained Azzaro executives had
envisioned an urban, cultured, intelligent, sporty, sensual man in
the 25-to-50 age range as the user.
The idea is to take him on an olfactive journey to the polar north
through the scent created by IFF's Anne Flipo and Bruno Jovanovic.
Its top notes include Artical (for a fresh though not an icy scent),
juniper and blueberry. Among heart notes are Russian coriander,
black pepper and Siberian pine, and in the base are notes of fir
balsam, patchouli and incense.
Porsche Design Studio, Porsche Design's creative center in Zell am
See, Austria, was given the remit of creating a fragrance bottle
that likewise transports consumers. Its color — glacial blue — is
meant to evoke the feeling of ultrafreshness, said Lacaze. The
brushed aluminum detail gives a nod to technical elements found in
Porsche Design products.
The agency behind the advertisement, featuring The Essence bottle,
is K.E.K. The single-page ad was photographed by Karsten Thormaehlen
and the 10- and 20-second films, currently destined for TV, were
shot by Olivier Maier.
In-store merchandising includes a uni-dose fragrance dispenser
resembling a coffeemaker.
Starting in around early October, the scent will be introduced in
selective distribution, plus Porsche Design sales points and travel-
retail locations in Europe, the Middle East and North America. In
the U.S., the scent will be launched in Bloomingdale's during the
first week of October, followed by Neiman Marcus and Nordstrom
during the first week of November. The second phase of The Essence
rollout, starting in early 2009, will include Latin America, Asia
and Africa.
While Azzaro executives would not discuss sales projections,
industry sources say the scent will generate $21.1 million to $23.4
million in retail sales during its first four months. Of that, the
U.S. should generate $1.5 million. For 2009, The Essence should
generate up to $41.8 million at retail worldwide.
In the U.S., the Porsche Design collection will include a 1.7-oz.
eau de toilette spray for $54; a 2.7-oz. edt spray for $70; a 6.7-
oz. hair and body shampoo for $28, and a 2.5-oz. stick deodorant for
$20. A 2.7-oz. "luxury" edt spray (in black glass) for $80 is due to
come out in the U.S. in November. "
www.wwd.com/content/articles/051608_04%20(4).jpg
www.wwd.com/content/articles/051608_01.jpg
