Frank Lloyd, one of the world’s most prominent and influential architects, had once said, “give me all the luxuries of life and I will willingly do without the necessities.” Indian consumers, especially the not-so-rich but ‘Westoxicated’ and ambitious city dwellers seem to have indoctrinated these words in a big way.
Branded luxuries have become a necessity for the kind of lifestyle they have adopted for themselves or at least are aspiring towards. No wonder then, that a plethora of international luxury brands have been vying with each other to lure this class of Indian consumers by expanding, re-inventing and diversifying their scope of business.
It was with the intention of capturing this expanding market segment that United Colours of Benetton, youthful Italian clothing brand, launched a new range of fragrances at a glittering function in New Delhi on 10 May.
Speaking on the occasion, Patrick Mallek, export director of United Colours of Benetton said, “Keeping in mind the Indian market potential and brand acceptability, we have launched this new range for the spring summer season.”
The perfume, said Mallek, has been inspired by ‘the softness and freshness of pure and delicate cotton’, whose ‘cotton soft scent brings a note of sensuality, modern simplicity and reassuring comfort to the three fragrances’.
The perfume is available in three variants — Woman, with the accents of Neroli and Mandarin; Man, with the flavour of Bergamot and Blackcurrant; and Unisex, that has a tangy sparkling freshness of Bergamot and Neroli.
Priced at Rs1925 for a 125 ml pack, Rs1495 for a 75 ml pack and Rs995 for a 45 ml pack, the perfume range is ‘targeted at youngsters and the middle income group’ according to Asif Siddique, CEO, Paris Designs who have collaborated with Benetton for distribution in the Indian market.
“Our endeavour has been to provide luxury at an affordable price and our association with UCB fragrance is a step in the same direction,” he said.
UCB is a brand owned by Italy-based company, Selective Beauty, which offers a bouquet of around 20 brands besides Benetton. Founded in 1965, it has a presence in 120 countries across the world with a strong Italian character.
The Q1 results are awaiting approval of the board of directors on 14 May and Benetton expects a growth of almost 80% in 2007, showing a high growth trajectory.
Optimistic about performance of the perfume range in India, Mallek also pointed out that Benetton had hired the best perfume and package designers to pack in choicest ingredients adhering to global quality benchmarks.