“Given the good results we have had with Azzaro Pour Homme, we have chosen to intensify our strategy over the next three years in Brazil, our most important market in Latin America”, explains Patricia Abergel, General Manager Latin America for the Clarins Group.
To start with, the market’s star men’s fragrance was the focus of a large media campaign in 2014. New packaging, new TV film, new visual, new face with Ian Somerhalder (Vampire Diaries)… the brand has been occupying the various advertising, digital, and travel retail channels since last July.
In May 2015, Azzaro Pour Elle, the women’s version, will be launched as a preview in Brazil. The new fragrance will be promoted through a TV campaign with Ana Beatriz Barros as its icon – the Brazilian model who already appeared in the TV campaign of the men’s version.
Ultimately, in 2016, Brazilians will be able to discover a new Azzaro juice for men.
Taking time to get settled
Although they are mostly distributed through a selective network and on the Internet, the Clarins perfumes are gradually positioning themselves on the market: “our fragrances are doing well, Angel by Thierry Mugler is ranked 10 despite a limited presence”, Patricia Abergel explains.
And the Source, the concept of bottles endlessly refillable from “two-head” fountains in store, most certainly has something to do with the success of the two lines concerned, Angel and Alien. “It is a concept we must absolutely promote, as it is Thierry Mugler’s DNA, by highlighting loyalty, service, ecology, and economy”, she says.
Above all, the group pays close attention to its visibility. “Right now, we are enhancing our image and productivity, and then we will be seeking to develop distribution”, Abergel adds, although she specifies the group is not considering opening wholly-owned stores for now.