Gucci plans fragrance launch to boost global share

Published on .

PARIS -- Gucci is to unveil a new women's fragrance on March 3 in a co-ordinated worldwide launch that it hopes will give a massive boost to its presence on the global perfume scene.

The new Envy fragrance and bodycare line has been developed in collaboration with Tom Ford, Gucci's 34-year-old creative director and designer who hails from Austin, Texas. Envy is very much in line with the new Gucci style of unisex elegance and modernity and Gucci Parfums expects Envy to notch up sales of some $58m in its first year - twice the amount brought in by its existing three women's and one men's fragrances.

Wella, the German personal products company, owns the Gucci fragrance license, having acquired it when it purchased the Muhlens group. Gucci fragrance marketing will be managed from France by Wella-owned fragrance house Rochas.

A massive in-house print and outdoor ad campaign, plus sampling and point-of-sale promotion will support the simultaneous worldwide launch, though the androgynous Envy bottle will appear exclusively in Saks Fifth Avenue, New York, as soon as February 18.

Gucci is a success story in the USA and Asia, but is less so in Europe. It expects Germany and the U.K. to be the most successful European markets for Envy.

Copyright January 1997, Crain Communications Inc.

Most Popular
In this article: