PARIS — Parfums Caron is introducing a scent called Eau de Cologne Caron, for men, women and children — all in one bottle.
“The house never had a true unisex eau de cologne in its own right, only weaker concentrations of existing eaux de toilette,” said Michel Chevalier, president of Caron Parfums. “This is a necessary product in our range.”
Caron has marketed colognes only as product extensions of eau de toilette fragrances, which are usually stronger in concentration.
Eau de Cologne Caron will be launched in France in 1,200 doors in July, then rolled out to the rest of Europe and overseas markets beginning in September. The U.S. introduction, handled by Jean Patou, is tentatively scheduled for next spring.
Parfums Caron is part of the luxury goods division of the Groupe Cora Revillon Editions Mondiales, which is owned by French businessman Philippe Bouriez.
Sales projections in France this year for the new scent are $1.8 million wholesale (10 million French francs) at current exchange rates, said Chevalier.
Three Eau de Cologne items will be available: a 100-ml. pour, priced at $35 (200 francs); a 100-ml. spray for $39 (220 francs), and a 200-ml. pour for $53 (300 francs).
Marie-Claude Rogeon, director of the international marketing team, thinks Eau de Cologne will appeal to American consumers.
“The American market is saturated with very heavy fragrances,” said Rogeon. “Scents like Eau d’Hadrien from Annick Goutal have been doing very well.”
Robertet perfumer Michele Saramito developed the fresh citrusy fragrance with aromatic topnotes; floral, woody heartnotes, and a musk and oak moss dry down.
The fragrance will be backed by a magazine print ad campaign photographed by Stan Levy, who has shot all Caron visuals. The packaging was created by Federico Restrepo of De L’Esprit. The glass bottle is patterned with raised dots, a Caron signature.
It is housed in a navy blue carton textured with dots and brightened by a white rectangular nameplate, bordered in yellow with the name in silver.
