DFNI Beauty Editor Tina Milton speaks to Victorinox Head Of Global Channels Thomas Bodenmann in regards to the firm’s new fragrance Swiss Army Classic Red Edition, which debuted in October on the TFWA World Exhibition in Cannes.
Thomas Bodenmann
The Swiss Army Classic Red Edition reverts to the model’s aromatic-fresh olfactory roots inherited from the Swiss Army Classic scent. Paying aesthetic tribute to Victorinox, the Classic Red Edition packaging fuses the model’s iconic purple coloration with a chic silver hue based mostly on the Swiss Army Classic.
How will the launch of Swiss Army Classic Red slot into your present portfolio of scents?
For the launch of our new fragrance Classic Red, we wished to focus on the ability of its classical fragrance for legendary and timeless males, who dare to embrace all aspects of latest iconic masculinity. The thought was to craft an beautiful fragrance, based mostly on the ground-breaking system of our all-time bestseller Classic, which has gained in reputation year-on-year since its launch 15 years in the past. The new fragrance Classic Red marks the first flanker innovation by Victorinox, which derives from our world bestseller Classic, with a contemporary, purple iconic twist. With Classic Red, we hope to place the highlight on the Victorinox identify, re-imagined. Classic Red launched in October and is an ideal match for our current portfolio.
What are your gross sales expectations and roll out plans for the brand new Classic Red fragrance in TR?
Classic Red will play an important position. With our current fragrances relaunch we exceeded income expectations globally; due to this fact, including this ‘new brother’ into the household we’re stuffed with excessive hopes. We have thrilling and iconic initiatives deliberate round Classic Red. It will quickly be accessible in Europe, the Middle East and Africa, earlier than rolling out to LATAM and Asia Pacific in early 2023.
How essential are fragrances to Victorinox revenues?
Fragrances signify an upcoming and quickly rising class throughout the firm’s broader portfolio of Swiss Army Knives, Cutlery, Travel Gear and Watches. We’re agile, extremely modern and embracing progress alternatives. We have a extremely robust workforce driving the expansion of our fragrance enterprise above gross sales targets and this encourages the Victorinox high administration to additional strengthen, make investments and assist our bold progress aims for the longer term.
How do you intend to develop fragrances/your magnificence portfolio going ahead in TR?
Travel retail will probably be one in all our core channel focus areas going ahead, with a key regional concentrate on markets the place we have now robust traction and partnerships. As a comparatively nimble participant on this area, we may be opportunistic – notably in rising markets and newer channels equivalent to cruises, to develop our enterprise.
Are there any cross-category initiatives deliberate?
At this stage, I can’t share particulars of particular cross-category initiatives, however there are clear synergies throughout our portfolio we are able to exploit. Fragrances are an essential further touchpoint for our model with a special kind of client, at an accessible value level. Our 100% Swiss-made fragrances carry customers nearer to nature and into our model universe, and our hope is that they grow to be Victorinox customers in different classes. At our multi-category factors of sale in journey retail we see unbelievable gross sales of fragrances alongside different classes.
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