The spending is much higher than the $5 million put behind Tommy Girl in 1996 because it's the first time Hilfiger has launched both women's and men's fragrances together, said Terry Darland, VP-marketing at the Aramis division of Estee Lauder USA. Lauder markets Hilfiger's fragrances and toiletries under a licensing agreement.
Hilfiger plans to expand its in-store toiletry shops and add a makeup line shortly after the Freedom launch.
The new fragrance is aimed at 18-to-35-year-old consumers, a slightly older target than Hilfiger's signature Tommy and Tommy Girl, which target young men 15 to 25 and women 12 to 20 years old.
The campaign will include print in September issues of magazines such as In Style, Vanity Fair and Vogue. Radio and TV support will follow, in time for the holiday shopping season. Arnell Group Brand Consulting, New York, is the agency.
The Freedom media schedule includes publications targeted to a slightly older base than Tommy and Tommy Girl, and spends more heavily on drive-time radio.
"We felt we were missing out on that customer who was a college graduate, maybe on their first job," Ms. Darland said. "Their style of living is a bit more grown-up. Instead of Tic Tacs, they use Altoids."
The Freedom customer will be the same crowd targeted by Hilfiger's career sportswear line for twentysomethings, due in stores next year. It's all part of Hilfiger's efforts to expand the brand to new demographics beyond its teen customers (AA, Feb. 8).
Lauder expects to expand the 20 existing Tommy Shops sites to 150 locations by the time Freedom is introduced in August, but so far there are no plans to spin off the concept into free-standing stores, Ms. Darland.
TOMMY COLOR BOWS IN SEPTEMBER
Tommy Color, the new makeup line, is due in September. It will open with eye, cheek, lip and nail colors and be available only in Tommy Shops; foundation, powder and concealer follow in spring 2000.
Arnell also will handle that launch, which doesn't have a budget yet, Ms.