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Smells like profit: Disney eyes pre-teen fragrance market

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  • Smells like profit: Disney eyes pre-teen fragrance market

    Smells Like Profit: Disney Eyes Pre-Teen Fragrance Market


    "Pirates of the Caribbean" cologne is just
    one offering that's aimed at younger boys.

    July 23, 2007
    Brandweek
    By Vanessa L. Facenda

    NEW YORK -- Forget the smell of sweat, grass and dirt. Disney Consumer Products wants young boys smelling their best.

    Disney is rolling out Pirates of the Caribbean- and Buzz LightyearCars fragrance line in 2006. Mooney said the results were positive, noting that both Disney and Air Vale were surprised at how strong the acceptance has been and how fast retailers have taken the products.

    Much of the merchandise will not have placement on store shelves; instead it will be featured in displays.

    Disney has no plans for a widespread advertising campaign. Instead, POP and co-op ads are available for chains.

    "If the products are positioned correctly in stores with high percentages of Hispanic consumers, they should do well," said David Perez, CEO of consultancy Latin Force, New York. "But Spanish-language signage would be helpful in the marketing."

    While fragrance as part of a daily regimen for younger males is new, it is a growing trend even among older consumers in mainstream markets, said John Bauersfeld, vp-sales for fragrances at Camrose Trading, Miami, the U.S. distributor for the new products. "Look at the success of Axe [body spray]. It targets [males] 18-24 years, but ages 12-and-up are buying it like it's going out of style. The age of [male] fragrance wearers is moving down."

    Despite this shift, Axe has no plans to target younger males, said Sam Chadha, director of antiperspirant/deodorant at Unilever Home and Personal Care, Englewood Cliffs, N.J. "While we realize some younger guys might use our products, and we're flattered by that, we've had great success focusing on the college-aged guy, and they will continue to be our focus."
    http://www.brandweek.com/bw/news/rec..._id=1003615156
    "If you don't know how to draw, you don't belong in this building" - John Lasseter 2006

  • #2
    Re: Smells like profit: Disney eyes pre-teen fragrance market

    Walt would NEVER approve of this!

    Comment


    • #3
      Re: Smells like profit: Disney eyes pre-teen fragrance market

      And come try our PotC cologne! Our different smells are: Rum Hangover, Muddy Pig, and Saltwater Sea sickness. Buy our bonus pack to use all three at the same time for extra stench, I mean freshness!



      Seriously, what are they thinking!
      ~Pearl~
      Yo-Ho, Yo-Ho, A Pirate's Life for Me!


      Comment


      • #4
        Re: Smells like profit: Disney eyes pre-teen fragrance market

        Do they smell like rum, sweat, and dirt? Because we all know that's what all the boys wear these days.
        Mickey ears - $10
        Starwars lightsaber - $12
        Autograph book - $7
        Getting a picture with every castmember you see - priceless.

        Comment


        • #5
          Re: Smells like profit: Disney eyes pre-teen fragrance market

          What about the girls?

          Wolfette would love to be wearing a Disney fragrance!
          Mom, remember, it's not what a person is like on the outside that counts,
          it's what they are like in their HEART!


          - Wolfette

          Comment


          • #6
            Re: Smells like profit: Disney eyes pre-teen fragrance market

            If it smells anything like the bubble bath... it's strong stuff. :lol:
            "But every night, when it gets dark
            and the stars come out,
            I'll look up on her behalf.
            I'll look up in the sky and think of you."





            Comment


            • #7
              Re: Smells like profit: Disney eyes pre-teen fragrance market

              Originally posted by PearlSparrow13 View Post
              "And come try our PotC cologne! Our different smells are: Rum Hangover, Muddy Pig, and Saltwater Sea sickness. Buy our bonus pack to use all three at the same time for extra stench, I mean freshness!"
              And our scents are Rated Arrrrrr!

              (Tired line, but oh so true!)

              Comment


              • #8
                Re: Smells like profit: Disney eyes pre-teen fragrance market

                I wonder if it smells like the water from the ride...
                -Osky

                Originally posted by sleepyjeff
                Before we totally disregard extremism; lets remember the lesson of the 3 little pigs.

                The moderate pig lost his house to the wolf too
                .-- .. .-.. .-.. / .- -. -.-- --- -. . / -... --- - .... . .-. / - --- / - .-. .- -. ... .-.. .- - . / - .... .. ... ..--..

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