ON THE LOOSE: A new young fragrance will hit department stores in late July, named after the hot junior fashion brand, Rampage. Antonio Lemma of the Italy-based Vapro International obtained a beauty license from the American fashion house and designed a women’s scent, complete with a clever interlocking two-part glass bottle.
The U.S. business is being headed by Tom Burke, as general manager of sales and marketing for the Americas. The fragrance, priced $38 for a 1.7-oz. eau de parfum, will be distributed in about 1,200 doors. The scent is a fresh and clean frosted floral musk combination developed by Wessel of Fort Lee, N.J.
The launch will feature a promotional set, consisting of a clear backpack containing a 1.7-oz. fragrance and a 100-ml. body lotion for $45. Burke also plans to attach scratch-and-sniff hangtags to every Rampage garment, amounting to 750,000 pieces a month, for nine months. The tags will invite consumers to the counter to try the scent.
Industry sources estimate the fragrance could do $20 million at retail the first year, backed by $3 million in advertising and promotion.