CLAIBORNE THROWS A CURVE AT YOUNG MEN AND WOMEN;NEW FRAGRANCES AIM AT DIFFERENT AUDIENCE THAN NORMAL FOR LIZ

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Liz Claiborne Cosmetics is throwing a marketing curveball, pitching its new fragrance, Curve, to both sexes of Generation X-an untraditional audience for the usually staid marketer.

In September, the Liz Claiborne Inc. division will introduce two Curve scents, one for men and one for women, with an ad budget of $5 million.

WIN A CONVERTIBLE

A $500,000 promotional sweepstakes awarding 20 Sebring JXi Chrysler convertibles will coincide with the launch. Five cars will be given away during each of the four months of the launch and all advertising will carry a tag for the sweepstakes. Customers can enter the drawing at any participating retailer.

"This is not meant to be a CK One," said Liz Claiborne Cosmetics President Neil Katz. "With Curve, we merely wanted to target a hip audience, one we've never tried to reach before. We had been going after an older market with other fragrances like Reality and Vivid."

ADS IN SEPTEMBER

TV, print, outdoor and radio advertising, from Arnold Communications, Boston, will kick off in September with the tagline "See where it takes you."

The 60- and 30-second TV spots will appear on cable networks including MTV: Music Television, VH1: Video Hits One and E! Entertainment Television. Print ads will appear in such books as Cosmopolitan, Car & Driver, Road & Track, Details, Rolling Stone, George and Allure.

A World Wide Web site is planned for the fall launch.

CHRYSLER CONNECTION

Claiborne teamed up with Chrysler Corp. through Hachette Filipacchi Magazines President-CEO David Pecker, when Mr. Katz approached the publisher with the idea of a car-themed promotion.

Chrysler, which will introduce the Sebring this spring, is also targeting Generation X with its convertible.

By September, Mr. Katz hopes all 1,800 retail outlets that carry Claiborne products will also carry Curve.

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