Under the direction of Senior VP-Marketing Camille McDonald, the line is pushing toward an estimated $80 million in retail sales this year, vying for the No. 1 spot in department stores against Calvin Klein's Eternity for Men.
Polo Sport, with its amplification of the original Polo casual label into authentic athleticism, begged "us to capitalize on that with not just a fragrance but a world of physical well being," says Ms. McDonald, 42.
Cosmair spent $20 million on the launch, timed between the opening of the Madison Avenue Polo Sport store in New York and the Winter Olympics. Advertising from Carlson & Partners, New York, celebrated heroic athleticism.
The line extended to skin fitness because, she says, "we felt if we were going to have credibility as a lifestyle line, we had to sell more than fragrance."
Ms. McDonald added what is department stores' best-selling facial moisturizer for men: the non-fragranced Face Fitness SPF 8 with alpha hydroxy acid. The key to making this product a success, she explains, was a 2 oz. sample through magazines via bounce-back cards that sent consumers to stores.
spawned a Ralph Lauren Polo Sport Woman line. These items should generate another $50 million in retail sales this year.