While Coach is aiming for a young demographic, it seems to be paying off for them.
Poppy, the newest women's fragrance, is inspired by the fun, bright and exuberant Coach fashion and accessories line of the same name that launched in 2009. This will also be the first fragrance to be launched directly into department and specialty stores. Expect the scent to include cucumber, mandarin, jasmine, sandalwood and marshmallows.
“Poppy [as an apparel and accessories line] is a more emotional line [than traditional Coach] and reaches a much broader consumer base than we ever imagined,” said Walker MacWilliam, the senior vice president of design for Coach.
“The Coach fragrance brand has tremendous resonance with consumers,” said Veronique Gabai-Pinsky, global brand president for Aramis and Designer Fragrances, BeautyBank and IdeaBank at the Estée Lauder Cos. Inc. “We are seeing very strong results with our rollout so far and believe that Poppy will also continue that success. It was very clever to let the Coach fragrance portfolio incubate in its own environment before going into wider distribution; it allowed the scents to put down solid roots. But we’re ready to reach out now.”
The collection will include a 1.7-oz. eau de parfum, priced at $60; a purse spray, $38, and a 5-oz. body lotion, $35. Plan to see the cute little bottles in stores this coming July.
Source, Photo: WWD.comSee the Top Ten Summer 2016 Trends for Women Over 40