[情報] 新香水：Heat Rush 明年二月上市
在《Heat》上市約一年後，
Bee將於明年二月發表系列香水：《Heat Rush》。
有別《Heat》著重於散發性感的魅力，
《Heat Rush》則是定位在日間使用的香水，
較為年輕、清新、不嚴肅的香味。
據估計，
到2011年《Heat》的銷售總金額將可達到一億五千萬美元。
這個數字是J. Lo品牌旗下所有香水自發行以來到去年為止所累積的銷售總額（約七年）。
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Beyoncé to Launch Heat Rush Scent in February 2011
Just under a year after warming up the fragrance arena with her first scent,
Heat, Beyoncé Knowles is headed back into the market with Heat Rush, due in
February.
A sister scent to the fragrance Knowles launched with Coty in February, Heat
Rush will be sold in the U.S. in about 3,000 department and specialty store
doors, including Macy’s, at launch, then roll out to about 50,000 doors
worldwide in May. While Heat is billed as an overtly sexy fragrance, Heat
Rush is intended to be more of a daytime fragrance, noted Steve Mormoris,
senior vice president of global marketing for Coty Beauty. And make no
mistake: there are many more facets of Knowles to come.
“It is our intent to continue building this brand,” said Mormoris. “We see
Beyoncé as a pillar of our fragrance business.” A boudoir-themed elixir of
Heat is just hitting counters now.
According to NPD, Knowles’ first scent, Heat, was in the top 10 of overall
women’s fragrances at launch and number two among new launches after Chanel’
s Chance Eau Tendre. By the second quarter, it was in the top 20, and is
ranked 21, as of June year-to-date, according to Karen Grant, senior vice
president and global industry analyst at NPD. That pattern is considered
typical of celebrity fragrances.
Industry sources calculated that by yearend 2011 the Beyoncé fragrance
franchise could be generating worldwide retail sales of $150 million. The
Jennifer Lopez fragrance franchise, which encompasses more scents, is said to
have peaked at $150 million in worldwide retail sales last year.
A big part of Knowles’ success comes from her close attention to detail,
noted Mormoris. “She approaches creating a fragrance like writing a song,”
he said.
As for age targets, Marsha Brooks, vice president of global marketing,
fragrances, for Coty Beauty, noted Knowles’ first scent, Heat, has had a
multigenerational response. “We know going in [to the launch of Heat Rush]
that Beyoncé has huge appeal to women 18 to 24 years old, but we expect it
to be bought by both younger and older women,” she said, noting that women
from 15 to 35 are expected to buy the fragrance. “This is a young, fresh,
less-serious scent.”
The scent, by Firmenich’s Honorine Blanc, has top notes of passion fruit
sorbet, blood orange and Brazilian cherry; a heart of yellow tiger orchid,
mango blossom and orange hibiscus, and a drydown of teak wood, honey amber
and Rio sunset musk.
Eaux de toilette in four sizes will be sold: 0.5 oz. for $24, 1 oz. for $39,
1.7 oz. for $49 and 3.4 oz. for $59. Two ancillaries will also be produced: a
6.7 oz. shimmering body cream, $24, and a 6.7 oz. shower gel, also $24.
Print advertising, shot by Michael Thompson, features a back-lit Knowles in a
tangerine-hued dress. TV advertising is also planned; Coty will take the TV
spot shot for Heat, and add a piece to the end, said Jerome Dujoux, global
marketing director, fragrance division, for Coty Beauty.
While Coty executives refused to discuss advertising spending, industry
sources estimated that at least $10 million would be spent in the U.S. to
promote the scent in its first year on counter. Like the first scent, Heat
Rush will also have an intricate social-media strategy, with a dedicated Web
site and a Facebook campaign.
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※ 編輯: joyride 來自: 125.93.48.133 (12/04 22:26)
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