Quality/value build ADF category sales

Drug Store News, April 5, 1993

The recession that's plagued the country for months now hasn't been all bad news. The quest for value and economy has given consumers a chance to experiment with new types of items, and one of their happiest discoveries seems to be the Mystic Impressions and Classic Match "alternative" designer fragrances, quality replicas of the most popular men's and women's department store fragrances at reasonable prices.

This past Christmas, many chain drug store fragrance buyers said they were "amazed" at how well the ADF category performed, and delighted at the strong sell-throughs that Mystic Impressions and Classic Match delivered. "It's the economy to a certain degree," said the buyer for one large regional chain. "People are looking for value and since the price points on department store brands are high and prices on many mass brands have gone up, people are discovering the better ADF brand's provide a better value."

The key to growth in this category is the formula. Many buyers say the Mystic Impressions and Classic Match fragrances are selling so well because of their superior quality. "It's the juice," said one source. "People like these fragrances, and that's why they're doing so well, People are buying them and then coming back to buy more."

As consumers show they're willing to try more alternatives, Delagar, which manufactures Mystic Impressions and Classic Match, is making it easier than ever to sample a wide variety of formulas. This year, Mystic Impressions and Classic Match are shipping a new collection of trial size replicas of their most popular fragrances.

To give the collection invested in colorful, flexible displays that can be used on counters, on sidewings or as floorstands. Each display holds an assortment of the most popular scents including Mystic Impression's of Beautiful, White Diamonds, Eternity, Chanel Number 5, Obsession, and Red For Women, and their Classic Match versions of Polo, Drakkar Noir and Red For Men.

The suggested $1.95 retail price point will make it easy for new customers to try a Mystic Impressions and Classic Match alternative. To encourage repeat purchases, a coupon good for $1 off their next full-size cologne purchase is inside each trial size package.

The flexible displays makes it possible to customize assortments by individual store volume: 12 or 24 piece counter packs for small to medium volume stores and 96 piece floorstands and/or sidekicks for higher volume doors. The compact display is also a perfect way for retailers to test Delagar without investing heavily in inventory.

Unique New

Sidekick Does

Two Jobs

In One

Okay, here's the problem. The fragrance sidekick display that was authorized for all stores has almost, but not quite, sold through, and there are all those stores out there with 12 or 16 pieces sitting in a display that was built to hold 96 pieces. Of course, the store cosmetician could pull the pieces out of the sidekick and put them on a shelf, but without a display they would'nt be as visible, and that could undermine sell throughs.

So what's the answer? The new trial size Mystic Impressions and Classic Match sidekicks. It's the first sidekick on the market with pop-out trays and pop-up laminated headers. As the display starts to empty out, cosmeticans can remove its trays, pop up a hidden header, and create a brand new compact prepack that can go on anywhere.

Mystic Impressions and Classic Match Launch Hot New Replicas

Mystic Impression and Classic Match will be bringing a new collection of trendy department store fragrance alternatives to the mass market this spring.

To meet the needs of women who want a reasonably priced version of the new department store lines that they're seeing on television and in the better magazines. Mystic Imprrssions has created its own versions of one ounce concentrated cologne spray and 2.5 ounce body sprays of Wings by Giorgio of Beverly Hills, Volupte by Oscar de la Renta, and Tresor from Lancome.This year, they will also be launching their version of Ralph Lauren's Safari For Men in a two ounce splash and 2.5 ounce deodorant spray. As the latest "major launch" in the fragrance department store industry, Wings is expected to be a big news maker this year. It's a Giorgio fragrance,and that virtually guarantees it'll be successful.

Given the strength of the Giorgio name, and the support that will be poured into Wings, industry analyst are preceding that it will do over $50 million in Year One.

Mystic Impressions has timed its ADF launch to coincide exactly with the department store launch of Wings in March, but while Wings will only be available through a limited number of department store doors at $185 for a one ounce perfume, Mystic Impression's one ounce cologne spray will be reasonably priced at $8, plus it will be as convenient and accessible as the neighborhood drug store.

Volupte, the latest fragrance from Oscar de la Renta, was one of 1992's hottest launches at the department store level. Delagar's version promises to be a knockout in its own right, especially since it will be supported in Delagar's powerful "Make A Statement" display.