Fiesta! Fragrance To Celebrate The Passion For Latin.
July 27, 2001
The first Latin-influenced fragrances, Mambo for both men and women arrive in department stores across the country starting today. Liz Claiborne Cosmetics will back the launch of these sensual, enticing fragrances with $20 million in print and broadcast advertising. Mambo is an invitation to dance and the exotic tropical notes of the fragrances indeed suggest sultry rhythms. Gala festivities in the stores will feature Latin music and dancing for all. Mambo will be available in the United States, Mexico, Latin and South America as well as Spain and other countries in Europe starting this Fall.
“Hispanic is hip. Latin culture has become mainstream,” remarks Neil Katz, President of Liz Claiborne Cosmetics. “It is a powerful new trend that we believe is a natural way to connect with a diverse audience of 18-34 year olds. Liz Claiborne is the first to acknowledge this trend in the fragrance category. There is a tremendous affinity for the sensuality and the confidence expressed in Latin culture – a fun, sexy attitude that has great validity to the young people of Gen-X.”
“Mambo is part of the cultural shift toward all things Latin,” Neil Katz adds. “We believe that with Mambo we will capture the imagination of department store fragrance consumers. Mambo is a fragrance that taps into the attitude of the music people are listening to like Ricky Martin, the glamour of the personalities they are watching like Jennifer Lopez or Penelope Cruz and the colorful, revealing fashions they are wearing on the streets of cities from LA to Miami. ”
Latin is a feeling that will be expressed in the $20 million promotion and advertising campaign running September through December 2001. Created by Avrett, Free & Ginsberg, the campaign will specifically address the impact of the hottest psychographic of Generation-X. Print ads will break in September women’s, men’s and dual audience magazines in the U.S. The Mambo TV commercial will air starting in late August in English, Spanish and Spanglish versions.
