Selling fragrance in supermarkets, drug stores and mass merchandisers has never been considered a class act, but perhaps it’s time to think again.

In a tough economy—with consumers experiencing increasingly hectic schedules—value and one-stop shopping become top priority. Fragrance sales in mass distribution outlets are certain to get a boost as this consumer-rich paradise sees more foot traffic and mass market scents perfect the art of impersonating their prestige counterparts.

Healing Garden’s colorful sets lead women’s gift-giving category sales.

New Mass Outlooks
“Delivering more in products and services to enhance the CVS shopping experience” is today’s goal, said Chris Bodine, CVS executive vice president of merchandising and marketing. “We’re trying to create a more shoppable environment to enhance the browsing time of our customers.”

The appeal of new fragrance products in fresh, modern packaging is increasingly critical to drive this important category’s sales. Mass retailers clearly recognize the need to introduce scented products that invite layering and project innovative, big brand imaging at point of sale.

There is no stopping the vitality of a retail environment that offers consumers choice, value and one-stop shopping. Further shifts are predicted as consumers seek to simplify their buying habits with easily accessible and more affordable brands.

Euromonitor International, a leading market research analyst based in Chicago, currently estimates the U.S. mass fragrance sector represents over $1.5 billion in retail sales compared to $4.5 billion in the premium brand fragrance sector. These are substantial numbers that invite attention to capture increased market share.

The Vitality of Mass
The secret to success is exceeding the consumer’s expectations by providing fragrance benefits plus with introductory gift sets and ancillary products that enable fragrance layering. That’s the view of effective mass marketers such as Anastasia Ayala, senior vice president of Global Fragrances for Coty North America, who explained that Coty consistently aims to over-deliver on leading Coty brands, including Adidas Moves, Healing Gardens and Calgon. “Keeping the consumer engaged with an evolution of news is essential to build these core brands,” said Ayala.

Recent packaging changes and new product additions to the Adidas Moves brand is a reflection of the change that is well underway to boost Coty’s mass market fragrance efforts. Noting that visual impact is essential in a busy retail environment, Adidas Moves introduced holographics and cello-wrapping to its revitalized packaging in time for Holiday 2001. To continue to make news and attract attention, Coty added fragrance layering with Adidas Moves line extension products introduced in February 2002.

These new fragrance plus formulations stand out with translucent finish tubes and holographic cartons that work overtime to shine, adding richness to the Adidas imaging.

Adidas Moves For Him takes on a new dimension thanks to the added impact of packaging holographics.

Ayala stressed that the company is focused on “delivering fragrance and more to broaden the base of Adidas Moves youthful consumers.”

The Adidas Moves For Him collection is now complete with products including Play Rough Cleansing Pumice Scrub, Cool Down Skin Relief After Shave Balm and Play Clean Hair and Body Wash plus a 3.4 fl. oz. size Eau de Toilette Spray. Adidas Moves For Her also has new additions with the introduction of Buff Up Cleansing Body Polish, Fitness Firming Body Lotion and Smooth Play Moisturizing Body Lotion.

With high impact packaging and a comprehensive product lineup, Adidas Moves is staged for increased stopping power to catch the shopper’s eye at point of sale.

Coty’s Healing Garden Water’s fragrance duo, Perfect Calm and Pure Joy, are standouts with clean, elegant, upscale packaging.

Coty’s Healing Garden aromatherapeutic fragrance brand also continues to evolve with standout “feel good” positioning and packaging that looks more like class than mass. The recent introduction of Healing Garden Waters dynamic duo scents—Perfect Calm and Pure Joy—are presented in elegant diamond shaped cartons, dressed in blue and white with die-cut windows and rich metallic stamping design touches. The assortment of sizes and gift sets adds to the in-store impact, clearly saying, “Pick-me-up, try me, take me home.”

“That was the intention of Coty’s in-house creative team as they worked in collaboration with Lukasiewicz Design’s experts to make Healing Garden Waters packaging ideal for mass merchandising,” explained Gregg Lukasiewicz, president of Lukasiewicz Design, Inc.

As mass fragrance marketers continue the strategy to over-deliver and pleasantly surprise shoppers, watch the future development of gift sets. Healing Garden Waters is certain to strengthen its product mix and its leading brand position in mass women’s gift packs.

Information Resources Inc., recognized for tracking U.S. supermarket, drug store and mass merchant sales, ranks Healing Garden number one in women’s gift pack sales with 9.4 percent of market share for the 52 week period ending March 24, 2002. Dollar sales were up 16.9 percent compared to last year and unit sales increased 25 percent.

Elizabeth Areden’s White Diamonds gift set packaging features bright colors and a see-through window for perceived value.

Scented Set Offerings
As consumers tighten their purse strings, fragrance “value” sets have added appeal. During the Holiday 2001 season, prestige fragrance gift set sales rose to an all time high, according to the NPD Beauty Trends, Port Washington, NY. Sales of scented sets in mass distribution mirrored this trend with the dominant message favoring colorful fragrance gift-giving selections in a wide range of price points.

Elizabeth Arden’s mass selling business unit is committed “to aggressively pursue promotional fragrance set sales with innovative packaging designs that promote price-driven value choices,” said Jeff Arnold, senior vice president of the operation. Arnold focuses on sets that enable mass merchandisers to easily stack and self-merchandise the myriad of Elizabeth Arden’s fragrance brands such as Sunflowers, White Diamonds and White Shoulders.

The concept of fragrance layering becomes the dominant message as virtually all sets include extension products to increase the value offer, adding both size and impact to the display at retail

New Launches
Introducing a new scent in global mass distribution is a daunting task demanding total confidence in every aspect of the sales and marketing plan.

Consider the roll-out effort for Coty’s Club Med My Ocean in 20,000 U.S. doors simultaneously in March. According to Tracy Young, marketing director Coty Beauty U.S., “Transparency proved to be a critical element to convey the sea plus sun plus fun imagery that equates to Club Med.” The cool blues of Caribbean waters provided the inspiration for all design, including bottle, carton and launch display, creating an inviting experiential world that perfectly ties into Club Med’s product positioning.

Bormioli Luigi masters the art of mass looking like class for Parlux Fragrances Physical Woman / Man by Jockey.

In-Store Impact
The challenges of establishing a brand identity in a busy mass retail setting have traditionally been difficult, while creating a signature environment has been virtually impossible. But watch for that to change, as proactive mass retailers like Target seek to partner with winning fragrance brands to match the point-of-purchase efforts familiar to prestige fragrances in department and specialty stores. This equates to new collateral design ideas including banners, shopping bags and merchandising displays utilized with more frequency.

Considering the role of fragrance as a high sales volume producer per square foot, retailers are increasing looking to the category to boost income. It’s no wonder familiar image-conscious fragrance brands are appearing with regularity in mass distribution stores like Wal-Mart, Target, and CVS. While Coty fragrance brands clearly dominate this marketplace, competition is heating up with prestige fragrances from Thierry Mugler, Giorgio Armani, Calvin Klein and Ralph Lauren are also often available.

Mass Meets Class
The world of mass fragrance has taken on a new appearance. Marc Rosen, well-known cosmetic and fragrance packaging designer and entrepreneur, noted that his design company, Marc Rosen Associates, “is being called upon to incorporate the look and feel of quality brands into mass introductions.”

New packaging technologies and affordable production techniques invite mass manufacturers to duplicate the look of prestige scents with embossing, metallic stamping, cello-wrapping and other details that previously proved differentiating factors. As innovation in packaging solutions becomes more affordable and accessible, the lines between mass and class scents are certain to become more transparent.

In the end, consumers are the benefactors as they rejoice in fragrance solutions that provide ease and value to their lifestyles.