Word: scented
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Dates: during 2000-2009
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...Michael, Maureen and I were flown back on an Army transport plane. Ron was in the middle of the country, and they chartered a plane to get him to Washington. My mother curled up in bed that night with a shirt of my father's, praying, breathing in his scent through the sleepless hours, wondering how she would live if he died...
...this hypercompetitive environment, loyalty is no longer taken for granted, the signature scent is considered passe, and consumers are constantly on the lookout for novelty and exclusivity. Large houses battle for market share not only with their traditional competitors but also with niche brands. A place in the consumer's line of vision is paramount, and big houses are using various strategies to stay there. In the old days, the main vehicle was an extravagant launch of a single new scent. But increasingly the weapons of choice are limited-edition perfumes, male versions of female scents and bath-and-body...
Leveraging established products is easier. Lauder has just released its second limited-edition scent, Honeysuckle Splash, in a bottle that has the same shape as the company's 1953 Youth Dew. Lauder's first limited-edition fragrance release was A Garden of Pleasures--three scents that highlighted different notes from the perfume Pleasures, launched in 1995. Says Khoury: "We saw double-digit increases in sales of the core Pleasures fragrance while A Garden of Pleasures was on counter." Dior positioned Lily, its 1999 limited-edition release, as a modern interpretation of the 1956 classic Diorissimo. Chanel, Yves Saint Laurent...
Even in a growing bouquet of scents, the direct impact of a successful fragrance on a house's bottom line can be significant. LVMH reports that in the last quarter of 1999 alone, J'Adore, a Dior perfume released in September, generated $53 million in European sales. The larger houses, which frequently sell cosmetics and skin-care lines as well as perfumes, especially value fragrances for their ability to entice shoppers to other products in the franchise. "When you can bring a customer to the counter because of a scent," says Lauder's Khoury, "she's much more open...
Giorgio Armani's new scent is called Mania. Later this year Ralph Lauren will launch a perfume called Ralph. And Givenchy has three scents due in the fall: Fast Forward, Rewind and Play. After years of offering exotic and sensuously named perfumes and colognes, fragrancemakers have started giving scents names that evoke more prosaic moments...