Coty targets teens with new Chupa Chups fragrance line
confectionery group Chupa Chups for the creation of a new perfume
line that targets teens with its metallic colours and lively
images.
The new Love Trap fragrances have already hit the market in France, Spain and the Czech Republic. Coty now plans to launch the products in Italy for the Christmas season.
German company Gerresheimer designed the packaging for the new fragrance line, which consists of a shallow glass flacon containing what appears to be a magnifying glass.
Through the magnifying glass an image can be seen of a "blond, brunette or black-haired beauty smiling through the liquid and presenting her individual Love Trap: a transparent ball, a glass vessel, a little cage- each of them 'inhabited' by a male creature," said the manufacturers.
The new fragrances, which come in three variants, are to be priced at €7 to €9 for 75ml.
"The range that has been developed is innovative, striking, straight forward and perfectly matches its target teenage market who look for strong fragrance concepts and brands at accessible prices," said a Coty spokesperson.
The launch of the new fragrance line is not the first collaboration between Chupa Chups, Coty and Gerresheimer. In 2003 the three companies teamed up for the creation of their first fragrance range, I Love Me.
According to Coty, the I Love Me range has enjoyed 'a great success,' with sales of over 1.5 million products to date.
"Teenagers are constantly looking for new ideas and the Chupa Chups Fragrance House needs to constantly innovate to recruit and broaden its audience," said the company.
The manufacturers are positioning their new youthful fragrances as "sexy, cool and playful", targeting teenagers with an image of "seductive power, flirtatious innocence, fantasy and humour."
"The license benefits both companies. With the launches of I Love Me and Love Trap by Chupa Chups, Coty has established a new playful and seductive lifestyle brand by bringing exciting new products to a fun-seeking, youthful audience and by leveraging a universal brand," Coty told CosmeticsDesign-Europe.com.
