Wednesday 9 April 2014

MӒURER & WIRTZ BRINGS A WONDERFUL NEW APPROACH TO TRAVEL RETAIL

 
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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