Disney Begins Licesing Out Children's Fragrances
Source: WWD, page 7
Date published: 1/19/07
Title: 'Mickey Mous May Boost Mass Fragrance Sales'
Written by Faye Brookman
Since licensing products is really hot right now , and it seems that just about every celebrity has their own line or fragrance, Disney is now taking on a new line of fragrances for children. As of right now, the cosmetic and fragrance depts. have been a little behind schedule in terms of revenue, and retailers are hoping that by targeting a new market that has been hard to sell to in the past... Children. By using popular Disney characters such as Tinkerbell, Ariel, Nemo, Strawberry Shortcake, and other Disney princesses, will appeal little girls, while using Disney movies like "Cars" and "Pirates of the Carribbean" will attract the boys. Air Val, who will be handling the distribution of the Disney Fragrances believe that younger consumers will quickly jump at the offer of body sprays just for them. The fragrances will cost around $12, and will be great gifts from grandparents, aunts & uncles, etc. Retailers have been searching for a new approach to get customers to spend more money in fragramce sales, and by offering a new product to a new market seems like the way to go.
I honestly believe that currently children are not interested too much in the aroma they give off when they enter a room! But their love for Disney movies and products seems like a good approach to catch their eye and lure them into becoming interested in parfums and cologne at an early age. Although this seems like a great way to make money to a non-existing market, could this be pushing children to grow up at an even faster rate than they are already? I mean now-a-days, little girls know the serial numbers of that Louis Vuitton bag they want, have clothes that mock the current junior trends, and now, soon enough, they are going to start wearing Chance, by Chanel at the age of 11!!
Krista Gennell
1/22/07
Licensing- Section 02
Date published: 1/19/07
Title: 'Mickey Mous May Boost Mass Fragrance Sales'
Written by Faye Brookman
Since licensing products is really hot right now , and it seems that just about every celebrity has their own line or fragrance, Disney is now taking on a new line of fragrances for children. As of right now, the cosmetic and fragrance depts. have been a little behind schedule in terms of revenue, and retailers are hoping that by targeting a new market that has been hard to sell to in the past... Children. By using popular Disney characters such as Tinkerbell, Ariel, Nemo, Strawberry Shortcake, and other Disney princesses, will appeal little girls, while using Disney movies like "Cars" and "Pirates of the Carribbean" will attract the boys. Air Val, who will be handling the distribution of the Disney Fragrances believe that younger consumers will quickly jump at the offer of body sprays just for them. The fragrances will cost around $12, and will be great gifts from grandparents, aunts & uncles, etc. Retailers have been searching for a new approach to get customers to spend more money in fragramce sales, and by offering a new product to a new market seems like the way to go.
I honestly believe that currently children are not interested too much in the aroma they give off when they enter a room! But their love for Disney movies and products seems like a good approach to catch their eye and lure them into becoming interested in parfums and cologne at an early age. Although this seems like a great way to make money to a non-existing market, could this be pushing children to grow up at an even faster rate than they are already? I mean now-a-days, little girls know the serial numbers of that Louis Vuitton bag they want, have clothes that mock the current junior trends, and now, soon enough, they are going to start wearing Chance, by Chanel at the age of 11!!
Krista Gennell
1/22/07
Licensing- Section 02
posted by Licensing 3 @ 4:46 PM
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