07.26.06
Mary Kay Gets Affectionate with Consumers
Affection is Mary Kay’s biggest fragrance launch ever. |
According to Mary Kay, in today’s fast-paced world, women are looking to achieve a sense of individuality in their fashion and style choices and have come to realize that they can enhance that expression with the right fragrance. Affection is looking to be that signature scent that will capture the contemporary woman’s style.
“It has such a modern feel, but with an Asian nod,” explained Yvette Franco, vice president of brand development for Mary Kay. “It’s the next step in expanding our product offering for today’s modern woman. These are things not everyone’s expecting from us.”
At the launch party in New York, Mary Kay hired a dance team to interpret Affection’s multi-layered fragrance. |
“The trend of mass-appeal scents with basic fragrance notes is going away,” said Dir. “Instead, signature scents are the latest trend because a woman wants her perfume to help define who she is. A woman’s fragrance choice is an extension of her spirit.”
There’s a lot to be affectionate about in the Affection collection. |
Afterward, in another room, each editor was able to sample the scent of each of the four notes in Affection separately, and get a closer look at the curvy glass bottle packaging, which was designed in-house by Mary Kay. Mary Kay personnel were also on-hand to discuss the fragrance one-on-one, as editors sampled and mingled.
Affection is Mary Kay’s 10th scent and 7th women’s scent, and will retail at $50 for a 1 oz bottle. A gift set including a fragrance solid, shower gel and body lotion retailing for $60 will also be available, while supplies last, in September. This is a higher-than-usual price point for Mary Kay, however Franco expects the fragrance to be the company’s biggest launch to-date.