PARIS — Carolina Herrera New York’s blockbuster Good Girl perfume has catapulted the model into high rankings and new geographies.
The ladies’s scent with a sky-high stiletto-shaped bottle — a navy-hued pump with a gold-colored, striated heel — got here out in July 2016. At that point, it was billed to be the most important perfume launch for the model in 14 years and the primary new pillar to be launched since CH’s introduction in 2007.
Fast-forward to at present, and Good Girl ranks within the high 4 amongst ladies’s fragrances worldwide and figures among the many three bestsellers in a rustic just like the U.S. That’s no small feat in a fragrance market that’s flooded with launches annually.
“It has become a phenomenal success,” mentioned Ana Trias Arraut, chief model officer of Carolina Herrera, Dries Van Noten and Nina Ricci at Puig, which owns the Carolina Herrera model. “It has allowed us to conquer new geographies and to go even beyond our initial expectations.”
The Good Girl idea retains chiming with shoppers at present.
“What we tried to do with the launch was to embody the values that Carolina Herrera fashion had,” defined Trias Arraut. “For us, Carolina Herrera was a brand that always accompanies [and empowers] women through the different stages of their life.”
Good Girl’s tag line, “It’s So Good to Be Bad,” was meant to mirror the duality of girls.
“It’s inspired by interviews that my mother has done,” defined Carolina A. Herrera, inventive director of Carolina Herrera and a daughter of the model’s namesake designer, throughout a WWD interview printed in 2016.
“She has always said that mystery is one of the most important qualities a woman can have. There is nothing more boring than an open book,” continued Herrera. “She loves the idea of mystery and naughtiness — but goodness — in a woman. This is where this all came from. We can be both good and naughty; it’s the yin and yang.”
For Good Girl’s flacon, the concept was to conceive an “impossible stiletto…one that is impossible to wear but that gives you this superpower, in a way,” defined Trias Arraut, including it was an ideal technical problem, involving 1000’s of mock-ups and assessments.
She mentioned it has turn out to be clear that the stiletto is a common image, and with fun defined an inkling of the bottle’s desirability got here early, when a dummy of the scent disappeared throughout a gross sales assembly previous to Good Girl’s launch.
Like many fragrances for the home of Herrera, a jasmine word is a key part of the Good Girl eau de parfum. A floral oriental, created by Givaudan perfumer Louise Turner, it infuses jasmine and roasted tonka bean notes. (Tonka bean usually is utilized in masculine perfumery and was meant to present an audacious twist.)
“We wanted, again, to bring something different,” Trias Arraut mentioned. “We came up with something really contrasted.”
Images of Karlie Kloss saved showing on temper boards throughout Good Girl’s conception, so it was solely pure the mannequin can be tapped to be the face of the perfume. Mario Testino lensed her within the first marketing campaign, and he or she’s been fronting the scent ever since.
Karlie Kloss
Courtesy of Puig
A perpetual reinvention of Good Girl is vital content- and product-wise in each the actual and digital worlds. The newest iteration to come back out, referred to as Very Good Girl, has a unique juice than the unique.
A current on-line marketing campaign for Good Girl options quite a few ambassadors.
“We keep on saying: ‘How can we keep on embodying and expressing this female empowerment?’” mentioned Trias Arraut, including Kloss has been very a lot concerned in that dialog.
Of the perfume, Trias Arraut defined: “Everyone relates to it. It’s been a universally appealing concept and product without having to adapt much locally.”
She underlined that Good Girl has turn out to be successful in geographies not traditionally the strongest for Herrera fragrances — that’s to say, exterior of Spain, Latin America and the Middle East, which had been additionally traditionally the biggest for the label’s trend enterprise.
In addition to figuring among the many high three fragrances within the U.S., Good Girl ranks extremely in international locations comparable to Italy, Germany and China. The latter was entered through Sephora, the place Good Girl locations within the high 10.
The perfume is used to introduce Carolina Herrera into some international locations.
“We thought it was appealing, interesting and bold, but we were not aware it would be so universally liked and speak to so many people,” continued Trias Arraut. “Good Girl has allowed us to change completely the geographies we have for Herrera. Today, our biggest country is the U.S. This was not the case before in fragrances.”
Spain is available in second country-wise. Then, when it comes to areas, Latin America ranks first, adopted by Europe.
Good Girl is Herrera’s bestselling perfume. At the time of its launch, trade sources estimated Good Girl might generate $100 million in retail gross sales throughout its first 12 months on counter.
Minus that enterprise, the sources anticipated the model’s fragrance revenues in 2016 can be about $600 million, with a big portion rung up in Europe, South and Latin America and the Middle East. Then there was solely choose distribution of Carolina Herrera’s scents within the U.S., within the model’s boutiques, and Good Girl wouldn’t be launched within the nation on the outset.
Growth has burgeoned in all places since, and there are nice expectations. In December 2020, Puig mentioned that by 2025 the group ought to have two manufacturers with annual gross sales near 1 billion euros — Carolina Herrera and Paco Rabanne — together with their perfume and trend actions.
Carolina Herrera has different top-selling fragrances, too, comparable to Bad Boy — already among the many 20 bestselling males’s scents globally, regardless of a restricted rollout — and 212.
Trias Arraut described Carolina Herrera as a well-balanced model. “Good Girl is not the only pillar we stand on,” she mentioned.
Barcelona, Spain-based Puig has manufactured the model’s fragrances since introducing Carolina Herrera New York in 1988.
FOR MORE, SEE:
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Carolina Herrera Previews Fortieth Anniversary, ‘I Love New York’ Collection and Bus Tour
Puig Shakes Up Business Structure, Aims for 3 Billion Euros in 2023 Sales
