MÄURER
& WIRTZ, the German fragrance house behind the world-renowned
4711 Cologne and prestige Baldessarini line, is putting a renewed
emphasis on travel retail for 2014. The focus sees increased
investment into the channel as the company seeks to broaden the
appeal of its 4711 brand to a younger audience with new product
introductions and range extensions.
Not
surprisingly MÄURER & WIRTZ travel retail stronghold has been
within Germany and Europe; the company has worked closely with
Heinemann and listings include most of the retailer’s key airports
including Cologne, Hamburg, Frankfurt, Munich, Copenhagen, Budapest,
Vienna, Moscow, Kiev, Olso and many more. The company also has good
business with a number of airlines including Germanwings, Sun
Express, Onurair and Pegaus Airlines.
With
approaching 222 years of history behind the brand, 4711 remains
the ultimate eau de cologne. An icon in
the world of branded goods, 4711 has a long and rich heritage, with
one consistent aim: to make the world a better, more fragrant place
with very special perfumes. Over the years, however, 4711 has been
increasingly associated with an older clientele and it this image
which the company has been actively changing over recent years with
significant success.
‘The
Original 4711 Cologne has a very loyal following; it is sold
successfully in some 65 countries worldwide and has always sold well
at airports within Germany and Europe; indeed it has around 51 duty
free locations worldwide including border shops, ferries and the
military,’ says M&W senior area manager Margareta Klein. ‘
However we feel there is far more potential for the brand within
travel retail globally and since the company has taken action to
bring the 4711 offer to a younger and wider audience, such as with
the introduction in 2011 of 4711 Nouveau Cologne, feel the time is
now right to also target travel retailers globally. Certainly on
domestic markets we are building distribution in both South America
and Asia which we hope will be reflected in travel retail. ’
This
year for example, sees the introduction of a relaunched bodycare line
for 4711 ACQUA COLONIA, a collection of five
innovative eaux de cologne which, apart from unusual fragrances also
provide varying sensations of wellbeing. The latest fragrance is
Pink Pepper & Grapefruit which has joined Mandarine &
Cardamom, Melissa & Verbena, Lemon & Ginger, and Blood Orange
& Basil. For travel retail, a miniature collection offering all
five scents has been introduced with success.
Launching
this month (April) is 4711
Wunderwasser
a new twin fragrance for women and men aged from 20-40 which markets
itself on the theme: ‘new, unexpected, and wonderful’. Presented
in a totally different style and look to the 4711 Original Eau de
Cologne , the Wunderwasser bottles
- created by the renowned designer Peter Schmidt - aim to represent a
symphony of light and water using multi-hued shades of blue. The
women’s fragrance bottle has an appealingly soft, rounded shape
and, like a drop of water, shimmers in delicate shades of blue. The
men’s bottle with its swirling dark blue hues conjures up visions
of the ocean’s depths. Both are presented in beautifully finished
boxes with 50 and 90ml natural sprays, along with shower gel,
deodorant and body lotion.
Similarly
Klein hopes that as retailers give more attention to 4711, the
company’s prestige line Baldessarini will also build distribution
outside its Heinemann stronghold with whom the line is present in
approaching great many of destinations.
Adds
Klein: ‘We are very committed to continuing our strong partnership
with Heinemann – and indeed will be announcing details of a major
project later this month (April) but we are really convinced that the
MÄURER & WIRTZ offer can be attractive to a wider audience.
Indeed, as a group the company has 14 brands, 44 product lines and
some 740 different products. Alongside 4711 and Baldessarini, which
are established in travel retail, we also offer the prestige
Strellson line and a whole raft of beauty brands such as Tabac, plus
licensed lines for Betty Barclay, s.Oliver, Tosca, and Otto Kern.’
Klein
says the message is now getting through and the company is in serious
negotiation with three key retail groups and has recently confirmed
numerous
new airline
listings.. ‘MÄURER
& WIRTZ
is totally committed to travel retail and we really intend to build
our business this year. We’re one of the top five perfume producing
companies in Germany – I don’t think people realise just how big
we are. We have the infrastructure and resources to support our
presence in travel retail with shop in shops, great display concepts,
high profile promotions, incentives, exclusives etc. We really do
mean business!’
Notes
to editors
Wunderwasser:
The
women’s fragrance opens
with a refreshing, reviving note composed around energetic, zesty
pomelo, Tunisian neroli and lentisque - the blossom of the pistachio
tree, tempered by the gentle transparency of lotus blossom. The heart
note sparkles vivaciously with the contrast of pink pepper, luscious
honey and the powdery scent of iris, which gradually fades into a
base that is rounded off with delicate sandalwood and a hint of
vanilla cocooned in soft musk.
The
men’s fragrance, inspired by the multifaceted promise of driftwood,
opens with a
citrusy cocktail of mandarin, bergamot and lemon, paired with the
lively spice of black pepper from Madagascar. In the heart note, this
bold composition expresses its charismatic, rugged male personality
with pure lavender, star anise, iris butter and cistus. The
effervescent top and heart notes give way to a sensuously captivating
base of patchouli, teak and sandalwood, traces of driftwood with a
soft caress of tonka bean.
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