Article: US dives into
Cool Water.
(Lancaster Group USA; Davidoff Cool Water, men's fragrance)
Article from:Cosmetics International Article
Date: September 25, 1991
Lancaster Group USA, a division of
Lancaster Group AG, will begin an aggressive US push in upscale cosmetics and fragrances this fall with the introduction of
Davidoff Cool Water, its popular European men's fragrance line.
The company will spend about $5 million to introduce the scent in late September, using a combination of print advertising, fragrance sampling through miniatures and vial cards, in-store displays, direct mail pieces and a pair of distinctive Christmas promotions. These include a boxed gift set of a Davidoff watch and 1.3oz Cool Water eau de toilette for $100.00 and a Davidoff Executive Refrigerator stocked with
1991 ad using the original 1988 image, model
Joe Gogol
Print ads that Lancaster Group is running in American publications to introduce a men's fragrance called
Davidoff Cool Water show a muscular, undressed young man in artfully cropped and shadowed poses. These ads, Mr. May said, are the same ones that Lancaster A.G. has run in Europe in the three years since the brand went on sale there.
Print ads, 1992/1993 model:
Joe Gogol
Getting behind Cool Water. (marketing the men's scent at Macy's) Article from: WWD
Date: November 1, 1991
Macy's Herald Square may have chosen to run the edited version of the sensual promotional video for
Davidoff Cool Water at the launch of the fragrance on Monday, but that didn't stop several hundred shoppers from lining up to have their pictures taken with
Brian Buzzini, the sultry model who heats up the screen.
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Davidoff Cool Water, Censored american version, 20 seconds
Model:
Brian BuzziniDirector:
Jean Paul Seaulieu
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Richard Hartigan, president of
Davidoff's fragrance licensee,
Lancaster Group USA, said half of the 18 launch accounts requested that a nude scene - a shot of
Buzzini's derriere as he runs along a beach sans bathing suit - be deleted from the in-store video promoting the men's scent.
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Davidoff Cool Water, European version, 30 seconds
Model:
Brian BuzziniDirector:
Jean Paul Seaulieu
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While
Macy's and
Lancaster executives would not comment on sales figures,
Cool Water reportedly racked up $5,000 Monday in the Herald Square flagship store. The scent first hit the counters of most Macy's metropolitan area stores over the weekend - prior to the appearance of a New a New York Times ad Sunday - and sales in those locations hit a combined total of about $25,000, according $25,000, according to market sources.
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Full video, 4 minutes, 24 seconds!
