US mass-market beauty brand Revlon is pulling out the big guns to support Flair, its first launch in the selective fragrance segment since 1982. The scent will hit shelves this summer backed by a $12m media spend.
The women’s scent will initially debut in just 200 US department-store outlets this August before rolling out to more than 2,000 department stores across the country. The fragrance will launch into duty-free markets in North America and Mexico only in the second half of the year. The decision to re-enter the selective arena is the fruit of a collaboration between Revlon and Gemini Cosmetics, the brand’s distributor, that began in February.
The women’s fragrance, developed by Firmenich, takes off with notes of passion flower and black currant over a floral accord including lily-of-the-valley and ylang, which leads into patchouli and plum notes at the base. It is housed in a tall, cut-glass bottle twisted at the waist, resembling a dress.
The line includes a 50ml EdP selling for $45, a 100ml EdP for $58; and body wash and body lotion retailing at $25 and $30 respectively. The advertising campaign features Brazilian model Isabeli Fontana in a red-silk dress by designer Patricia Field.
Other fragrances in the Revlon portfolio include the cologne sprays Charlie, available since 1973, and Fire & Ice.
Kevin Rozario with Naomi Marcoulet
SOURCE
The women’s scent will initially debut in just 200 US department-store outlets this August before rolling out to more than 2,000 department stores across the country. The fragrance will launch into duty-free markets in North America and Mexico only in the second half of the year. The decision to re-enter the selective arena is the fruit of a collaboration between Revlon and Gemini Cosmetics, the brand’s distributor, that began in February.
The women’s fragrance, developed by Firmenich, takes off with notes of passion flower and black currant over a floral accord including lily-of-the-valley and ylang, which leads into patchouli and plum notes at the base. It is housed in a tall, cut-glass bottle twisted at the waist, resembling a dress.
The line includes a 50ml EdP selling for $45, a 100ml EdP for $58; and body wash and body lotion retailing at $25 and $30 respectively. The advertising campaign features Brazilian model Isabeli Fontana in a red-silk dress by designer Patricia Field.
Other fragrances in the Revlon portfolio include the cologne sprays Charlie, available since 1973, and Fire & Ice.
Kevin Rozario with Naomi Marcoulet
SOURCE
