Ralph Lauren is launching a “super premium” perfume that will cost $4,000 a bottle. Love, which will be launched in Harrods in October, comes in a gold-plated bottle.
The fragrance is aimed at women aged 25 years old and over with “high spending powers”.
Antny Rankin, senior marketing and product manager at Ralph Lauren, says Love is the brand’s most exclusive fragrance will have “a more engaging marketing strategy than a blanket media campaign” to support its launch.
The super-premium launch comes despite increased pressure on consumer spending in the UK, which has led to a downturn in retail sales this year and persuaded many brands towards discount strategies.
Ralph Lauren is also bringing its Notorious fragrance, which was launched in the US over the summer, to the UK. Rankin says that the company is increasing its media spend by 150% to launch both brands. It has spent just $872,000 on its Romance perfume over the past year.
It says it has developed “an innovative media strategy” for Notorious including infusing the November issue of Marie Claire with the fragrance. It is also launching a red button campaign with ITV which will allow interactive viewers to order samples and find out more information about the fragrance.
The brand will be supported by a print and TV campaign starring French model Laetitia Casta.
Notorious will be available nationwide at Boots, Harrods, Selfridges and Debenhams.
It is hoped that the two launches will account for 60% of sales during the Christmas period.