Jil Sander Launches a Couple of Good Sports
By Brid Costello
PARIS ÷ Jil Sander is getting into the game this spring with Jil Sander Sport, a fragrance masterbrand.
Launched with Lancaster Group, Coty Inc.ās prestige division and holder of the Sander beauty license, the two scents ÷ one for women and one for men ÷ are meant to draw a more youthful client base to the brand.
ćWe want to talk to a young target for Jil Sander,ä said Franoise Mariez, senior vice president of marketing, fragrances, at Lancaster Group.
Whereas the fashion brandās clothing is expensive to buy, the core audience for Jil Sander Sport will be 18- to 25-year-olds.
ćTo attract new and younger people to the brand, we had the idea of using flashy colors and a sports concept,ä said Mariez.
Each scent was concocted with Jil Sanderās creative input before she left her namesake brand in 2004. Of course, Sanderās take on sport is far from the locker room variety.
ć[Itās a way of] talking about sports with class and elegance,ä said Mariez. ćSport is about energy and balance. Itās physical, but the mind is in control and thereās a strong aesthetic sense.
ćItās something that expresses energy, the idea of freedom and the idea of going beyond oneās boundaries and afterward enjoying the pleasure of having made an effort,ä she added.
Each sport scent is packaged in a brightly colored carton ÷ fluorescent orange for the menās and hot pink for the womenās.
ćThereās no packaging of this color used already in the industry,ä claimed Mariez, who added such hues were chosen for their shock appeal.
The graphic elements on the outer packaging, created by Work in Progressā Ezra Petronio, appear on the scentās cylindrical bottles.
Single- and double-page advertisements for the scents picture models Lily Donaldson and Jean-Baptiste Degez against a cloudless sky. Art-directed by Tho Van Tran of Air agency and lensed by photographer David Sims, the visuals are meant to express the concept of sport.
Also supporting the launch will be 1.3-ml. vial samples.
Jil Sander Sport for Womenās fruity floral juice was created by Beatrice Piquet and Sophie Labbe of International Flavors and Fragrances. The fragrance features top notes of grapefruit, Sicilian mandarin, green apple and spicy ginger. Among heart notes are black currant, peony and hydroponic freesia. Cedar, sandalwood and peach are in the scentās drydown.
Jil Sander Sport for Men, created by Nathalie Lorson and Thierry Wasser of Firmenich, is a cool, spicy, woody scent. It has top notes of lemon zest, ginger and aromatic cedar needles. Its spicy heart notes include pepper, cardamom and papyrus. Creamy sandalwood, cedar and hinoki notes are at its base.
The 50-ml. and 100-ml. eau de toilette sprays will retail for 39 euros and 55 euros, respectively, or $50.50 and $71 at current exchange. The womenās ancillary line will include a shower gel, body lotion and deodorant. An aftershave splash, hair-and-body shower gel and deodorant are in the menās line.
While Mariez refused to discuss sales projections for the fragrance duo, industry sources estimate they could generate $35 million in retail sales in their first year.
The scents will bow in the Netherlands, Belgium, Switzerland and Austria in April, and Germany is slated for May.
LOL.Of course, Sanderās take on sport is far from the locker room variety.
Thanks Cedric for the news.
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