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Steady consumer word-of-mouth and exclusive distribution have been key to
the success of Michel Germains séxual pour homme fragrance, which became
Bloomingdales No. 1 selling mens scent for December 2002. After studying
ancient aphrodisiacs, Michel Germain set out to create fragrances that
would arouse the sensual emotions of both men and women, and launched
Séxual for women in 1994. Séxual for men followed in 1997.
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Select retail distribution is strictly maintained with
the fragrances only available at Bloomingdales in the U.S., The Bay in
Canada and online at www.michelgermain.com.
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| "The exclusivity of the brand to Bloomies sets us
apart," said Christina Maybaum, men's fragrance buyer at Bloomingdales.
"The sexual juice is very appealing. It's very masculine and our customers
are very loyal once they have started with it," Maybaum explained.
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Bloomingdales rolled out the fragrance to all doors in
the fall of 2002. "We've done a good job getting the word out to our
customers and it's a terrific partnership with Michel Germain to deliver a
brand that our customers are so loyal to," she stressed. The brand has
built a following with minimal advertising. Séxual is promoted in one or
two of the retailer's Christmas catalogs as well as in Fathers Day
materials. "The business has been built at the store level," Maybaum said.
"It's given as much counter space in most stores as any of our top
fragrances. We appreciate brands that allow us to differentiate."
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Séxual features simple, elegant packaging.
Bormioli Luigi supplies the bottles, caps and dispensers. Both fragrances are
presented in glossy cartons--black for men, red for women--with gold copy and
the symbol for men/women in matte finish.
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