Coty launch Kylie Minogue fragrance in the UK
Coty, has announced that the Kylie Minogue fragrance, Darling, will
be launched in the UK and Ireland this month, followed by the rest
of Europe next spring.
The fragrance was launched in Australia last week, coinciding with the start of Minogue's 'Showgirl homecoming' tour, with a one-week exclusive that saw Kylie Minogue make a guest appearance at a media event in Sydney with Coty CEO Bernd Beetz.
The fragrance will be priced between €15-€35 with the range also including a body lotion and shower gel, a combination that is expected to help the line generate sales revenue of around €50 million in the first year.
Senior vice president of global marketing for Coty, Steve Mormoris, is putting the intended success down to Minogue's global superstar status, stating that 'consumers shopping in both prestige and mass market know Kylie and want to buy a fragrance from her'.
Minogue said that the fragrance was designed with softness in mind, whilst also having a joy and warmth about it, with it containing a combination of notes, including passion fruit, freesia, lychee, a heart of lilly and native Australian flower, boronia.
A men's fragrance may also be in the pipelines, with Minogue suggesting that due to her massive gay following there has been a lot of interest in a male version, surrounding the launch of 'Darling'.
Coty joined forces with Minogue in July earlier this year. Speaking of the partnership Minogue said that she chose Coty as her fragrance partner because 'their passionate and intimate approach to fragrance is similar to my passion as an entertainer' whilst also saying that the partnership was made easy as they both shared the same vision of the fragrance.
Benefiting from the growing trend for celebrity endorsed perfumes, Coty has a wealth of top celebrities under their label, including, Victoria and David Beckham - Intimately Yours, Sarah Jessica Parker - Lovely, and the Jennifer Lopez range.
Coty Australia managing director, Gavin Blackburn said: 'our celebrity fragrance portfolio has catapulted Coty to a whole new dimension. With our next successful fragrance launch, Darling, we plan to achieve sales of Australian $7.6 - $10 million in the launch year'.
