M&W takes Baldessarini and Tabac on new path

By Kevin Rozario |

A new face.

German beauty house, Mäurer & Wirtz (M&W), has a new take on two key brands in its portfolio as it follows through its strategy of internationalising its business and building a wider presence in the fragrance/beauty market.

Yesterday in Amsterdam the company held its biggest international media launch event to date by revealing a new prestige Baldessarini fragrance called Ultimate, and later in the evening an addition to its mass market Tabac range; Tabac Gentle Men’s Care, a combined fragrance and body care line.

Both launches mark a shift in strategy for the brands: Baldessarini will not use long-time face, Charles Schuman on the new Ultimate campaign, opting instead for a younger model to drive a younger target audience to the fine fragrance house; while Tabac Gentle Men’s Care is claimed to be one of only a handful of lines that combines a fragrance with grooming products for men.

Gentle Men’s Care.

GAP IN THE MARKET

In its research, M&W – an independent subsidiary of Dalli Group managed by joint CEO Hermann Wirtz, the fifth generation of the Wirtz family – found there was a gap in the market for such a combination according to Brand Manager Christopher Schwermer, while a revised metallic copper version of ‘Tabac brown’ and new typefaces give it a modern look.

Schwermer: development hopes.

Schwermer tells TRBusiness: “We will be launching in Europe from August, the key markets [outside Germany] being Benelux, Nordics, UK and Spain.” He adds that there are hopes for development in Russia (on the back of Baldessarini’s appeal there – see below) and also Brazil.

Pricing for the fragrance, described as crisp and energetic, has also been notched up slightly with the 40ml edt costing €17.95 ($20.07) and 90ml €27.95 ($31.25) . The grooming products (Deodorant, Shower Gel, After Shave Balm, After Shave Lotion, Moisturising Cream and Moisturising Gel) are €11 ($12.30) , and Shaving Gel, €6.95 ($7.77).

The strategy for Tabac in duty free and travel retail is yet to be fully defined given its low price point. TRBusiness understands that the most likely targets will be the airport and military/diplomatic channels where the brand can achieve higher volumes in order to make it a viable proposition.

EXPLOITING FULL BRAND POTENTIAL

Baldessarini Ultimate, on the other hand, will be targeting the DF&TR market from the moment of launch – from September worldwide – especially since the scent has a totally new face which drives the message of dynamism and ‘active luxury’.

LtoR: Brand Manager Stephan Kemen on stage with Perfumer Geza Schön.

 

Stephan Kemen, Brand Manager, tells TRBusiness: “We needed a new face to target the 35-55 age range and utilise the full potential of the brand.” Key markets for the brand are Germany and Russia with some expansion possible in the Middle East. In DF&TR Russia and associated Eastern European markets will be a focus as well as Germany and the UK.

The scent, created by German independent perfumer, Geza Schön, has a “spicy metallic freshness” on opening from Peruvian pink pepper tree and bergamot citrus that contrasts with masculine leathery and woody base notes. Patchouli, as with other Baldessarini scents, remains a central theme.

Pricing for the edt has been set at €71 ($79) for 90ml and €53 ($59) for 50ml in the domestic German market. An after shave, deodorant stick and shaving gel complete the line up.

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