ADONIS
STATEMENT OF INSPIRATION VERSACE ADONIS IF FOR THE MODERN MAN. HE’S A DREAMER THAT BELIEVES IN YOUTH, BEAUTY, ALONG WITH LOVE AND DESIRE. THIS FRAGRANCE IS FOR THAT MAN WHO TRAVELS THE GLOBE AND LONGS FOR ADVENTURE. WITH A STORYLINE BASED ON THE GREEK GOD, ADONIS – THIS FRAGRANCE REPRESENTS MALE BEAUTY AND DESIRE. THE SCENT DEVELOPMENT IS INSPIRED BY ELEMENTS OF THE MEDITERANNEAN TO CREATE SENSUALITY WHILE REFLECTING VERSACE’S AESTHETIC. THE LAUNCH OF ADONIS IS MEANT TO CREATE EXCITEMENT AND ADD AN ADDITIONAL FACET TO VERSACE’S FRAGRANCE PORTFOLIO.
Product Assortment
ASSORTMENT PLAN
SKU
DESCRIPTION
RETAIL PRICE
R830008-R050MLS_RTU_TU_RNUL__ R830010-R100MLS_RTU_TU_RNUL__ R830006-R100MLS_RTU_TU_RNUL__ R830004-R76MLS_RTU_TU_RNUL__ R830012-TRAVEL_RTU_TU_RNUL__
Fragrance 50 ML Fragrance 100 ML Aftershave Deodorant Stick Travel Set
$69 $98 $44 $28 $120
PRIMARY PACKAGING MAGENTA IN COLOR, EACH BOTTLE FEATURES THE VERSACE MEDUSA HEAD AND LOGO. THERE IS A RAISED KEY MOTIF AROUND THE PERIMETER OF THE GLASS BOTTLE. THE CAP AND LOGO SHINE IN GOLD.
SECONDARY PACKAGING THE MAGENTA CARDBOARD BOX HAS A SHIMMER AND KEY MOTIF. THE MEDUSA HEAD AND VERSACE LOGO ARE FEATURED. THE LETTERING ON THE BOX ALSO GLIMMERS IN GOLD.
TOP NOTES CITRUS MARINE
HEART NOTES HEAVY FLORAL
BASE NOTES MODERN CHYPRÉ MUSKY WOODY
DISTRIBUTION PLAN 1ST WAVE EXCLUSIVE TO VERSACE STORES AND VERSACE.COM / MR. PORTER (FIRST 90 DAYS)
2ND WAVE MAJOR DEPARTMENT STORES: NORDSTROM,MACY’S, BARNEYS NEW YORK, SAKS FIFTH AVENUE, BERGDORF GOODMAN SPECIALITY STORE: SEPHORA
3RD WAVE REMAINING STORE CHANNELS THAT CARRY VERSACE FRAGRANCES
MARKETING PLAN VERSACE ADONIS IS SET TO LAUNCH AS A SUMMER FRAGRANCE. THE UNVEILING WILL OCCUR DURING THE MONTH OF MAY, 2019. THIS FRAGRANCE WILL BE AVAILABLE FOR PURCHASE GLOBALLY. ONLINE MARKETING WILL INCLUDE THE USAGE OF DIGITAL MEDIA. SPECIFICALLY, VERSACE SOCIAL MEDIA PLATFORMS SUCH AS INSTAGRAM, FACEBOOK, AND YOUTUBE. PRINT ADVERTISING WILL ALSO BE USED TO REACH THE TARGET CONSUMER. ADVERTISING WILL BE PUBLISHED IN MAJOR MEN’S FASHION MAGAZINES SUCH AS GQ, MEN’S VOGUE, AND ESQUIRE. BILLBOARDS WILL BE POSTED IN MAJOR AIRPORTS AND HIGH-END NEIGHBORHOODS. THE MARKETING INSPIRATION WILL INCLUDE AN EMERGING MODEL AS THE FACE OF ADONIS. FRAGRANCE SHOTS WILL INCORPORATE DETAILING SUCH AS FLORAL STYLING TO ENHANCE THE PRESENTATION OF THE PRODUCT.
“IT’S TOO BAD TO NOT LOVE YOURSELF A LITTLE BIT...”
GIANNI VERSACE