Carolina Herrera’s Good Girl Scent Makes Strides Into New Markets – WWD

PARIS — Carolina Herrera New York’s blockbuster Good Lady fragrance has catapulted the model into prime rankings and new geographies.

The ladies’s scent with a sky-high stiletto-shaped bottle — a navy-hued pump with a gold-colored, striated heel — got here out in July 2016. At the moment, it was billed to be the most important fragrance launch for the model in 14 years and the primary new pillar to be launched since CH’s introduction in 2007.

Quick-forward to right now, and Good Lady ranks within the prime 4 amongst girls’s fragrances worldwide and figures among the many three bestsellers in a rustic just like the U.S. That’s no small feat in a fragrance market that’s flooded with launches every year.

“It has grow to be an outstanding success,” stated Ana Trias Arraut, chief model officer of Carolina Herrera, Dries Van Noten and Nina Ricci at Puig, which owns the Carolina Herrera model. “It has allowed us to beat new geographies and to go even past our preliminary expectations.”

The Good Lady idea retains chiming with shoppers right now.

“What we tried to do with the launch was to embody the values that Carolina Herrera trend had,” defined Trias Arraut. “For us, Carolina Herrera was a model that all the time accompanies [and empowers] girls by the totally different phases of their life.”

Good Lady’s tag line, “It’s So Good to Be Dangerous,” was meant to replicate the duality of girls.

“It’s impressed by interviews that my mom has completed,” defined Carolina A. Herrera, inventive director of Carolina Herrera and a daughter of the model’s namesake designer, throughout a WWD interview printed in 2016.

“She has all the time stated that thriller is likely one of the most necessary qualities a girl can have. There may be nothing extra boring than an open ebook,” continued Herrera. “She loves the concept of thriller and naughtiness — however goodness — in a girl. That is the place this all got here from. We may be each good and naughty; it’s the yin and yang.”

For Good Lady’s flacon, the concept was to conceive an “unimaginable stiletto…one that’s unimaginable to put on however that offers you this superpower, in a approach,” defined Trias Arraut, including it was an important technical problem, involving hundreds of mock-ups and checks.

She stated it has grow to be clear that the stiletto is a common image, and with amusing defined an inkling of the bottle’s desirability got here early, when a dummy of the scent disappeared throughout a gross sales assembly previous to Good Lady’s launch.

Like many fragrances for the home of Herrera, a jasmine notice is a key element of the Good Lady eau de parfum. A floral oriental, created by Givaudan perfumer Louise Turner, it infuses jasmine and roasted tonka bean notes. (Tonka bean usually is utilized in masculine perfumery and was meant to offer an audacious twist.)

“We needed, once more, to carry one thing totally different,” Trias Arraut stated. “We got here up with one thing actually contrasted.”

Photos of Karlie Kloss saved showing on temper boards throughout Good Lady’s conception, so it was solely pure the mannequin can be tapped to be the face of the perfume. Mario Testino lensed her within the first marketing campaign, and he or she’s been fronting the scent ever since.

Karlie Kloss

Karlie Kloss
Courtesy of Puig

A perpetual reinvention of Good Lady is vital content- and product-wise in each the true and digital worlds. The newest iteration to return out, known as Very Good Lady, has a unique juice than the unique.

A latest on-line marketing campaign for Good Lady options quite a few ambassadors.

“We carry on saying: ‘How can we carry on embodying and expressing this feminine empowerment?’” stated Trias Arraut, including Kloss has been very a lot concerned in that dialog.

Of the perfume, Trias Arraut defined: “Everybody pertains to it. It’s been a universally interesting idea and product with out having to adapt a lot regionally.”

She underlined that Good Lady has grow to be successful in geographies not traditionally the strongest for Herrera fragrances — that’s to say, exterior of Spain, Latin America and the Center East, which had been additionally traditionally the biggest for the label’s trend enterprise.

Along with figuring among the many prime three fragrances within the U.S., Good Lady ranks extremely in nations corresponding to Italy, Germany and China. The latter was entered through Sephora, the place Good Lady locations within the prime 10.

The perfume is used to introduce Carolina Herrera into some nations.

“We thought it was interesting, attention-grabbing and daring, however we weren’t conscious it might be so universally appreciated and converse to so many individuals,” continued Trias Arraut. “Good Lady has allowed us to vary utterly the geographies we’ve got for Herrera. Immediately, our greatest nation is the U.S. This was not the case earlier than in fragrances.”

Spain is available in second country-wise. Then, when it comes to areas, Latin America ranks first, adopted by Europe.

Good Lady is Herrera’s bestselling perfume. On the time of its launch, {industry} sources estimated Good Lady might generate $100 million in retail gross sales throughout its first 12 months on counter.

Minus that enterprise, the sources anticipated the model’s fragrance revenues in 2016 can be about $600 million, with a big portion rung up in Europe, South and Latin America and the Center East. Then there was solely choose distribution of Carolina Herrera’s scents within the U.S., within the model’s boutiques, and Good Lady wouldn’t be launched within the nation on the outset.

Development has burgeoned all over the place since, and there are nice expectations. In December 2020, Puig stated that by 2025 the group ought to have two manufacturers with annual gross sales near 1 billion euros — Carolina Herrera and Paco Rabanne — together with their perfume and trend actions.

Carolina Herrera has different top-selling fragrances, too, corresponding to Dangerous Boy — already among the many 20 bestselling males’s scents globally, regardless of a restricted rollout — and 212.

Trias Arraut described Carolina Herrera as a well-balanced model. “Good Lady just isn’t the one pillar we stand on,” she stated.

Barcelona, Spain-based Puig has manufactured the model’s fragrances since introducing Carolina Herrera New York in 1988.


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