Making Scents

The Star Scents program, which is designed to attract younger consumers who typically shop at beauty specialty shops, features smaller sizes at lower price points to essentially serve as sampling devices. The goal: To ultimately drive the purchasers to full-size product in department stores. "By offering smaller sizes at accessible price points, we hope to drive repeat purchases in department stores," says Dennis Keogh, senior vice president, U.S. Marketing, Coty Prestige. The affordable suggested retails range from $32 to $34 compared with the $60 and beyond that most fragrances command.

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The automated retail concept debuted this past fall at high-traffic malls, airports, and lifestyle grocery centers in major metropolitan locations such as Las Vegas, Atlanta, Dallas, Miami, New York, Chicago, and San Jose, Calif. After an initial six-month testing period, further expansion may follow. "For Coty Prestige, we see this as a win/win, and are anxious to roll out the program to additional locations at the conclusion of this test," says Keogh.

"We look to expand this concept on a national basis pending launch success," adds Kalon Gutierrez, director, brand partnerships, ZoomSystems. "International expansion opportunities are available and will be discussed after proving a successful test."

The new star-studded concept utilizes the latest in fragrance sampling technology, via custom-built atomizers, whereby dry fragrance microparticles are released into the air with the simple touch of a button, leaving behind no liquid residue. Every atomized sample is tracked by a proprietary electronic system, through which conversion rates can be measured with unprecedented accuracy.

To support the launch, glossy in-store signage appeared both in-case and on all aesthetic panels. It included visually appealing images from the glossy and glamorous advertising campaigns of the fragrances. Local advertising, specifically handouts and tent displays in malls, also supported the launch. "The program also relies upon mall foot traffic and word-of-mouth," says Keogh.

A beauty advisor program also debuted in the fall. The stores are currently being staffed in designated intervals by trained beauty advisors. "The purpose is to engage the consumer and increase his or her familiarity with our channel," says Gutierrez.