Mugler targets millennials and gen Z with launch of genderless fragrance collection

Mugler targets millennials and gen Z with launch of genderless fragrance collection

Clarins-owned fragrance brand Mugler has announced the launch of a genderless fragrance collection on September 1st, which will target millennial and gen Z consumers.

The gender-neutral fragrances will launch across 50 Nordstrom doors and online, before a global roll out in February 2019, and are designed to be worn individually or layered on top of each other.

Talking to WWD.com, Danyelle Boilard-Paul, Clarins Executive Vice President and General Manager, said, “Any time you analyze the Millennial consumer, there’s three buzzwords that always come up: freshness, authenticity and personalization. That’s what this collection offers.”

Joseph McElroy, Senior Director of Education at Clarins Fragrance Group, continued, “It used to be if there was a fragrance that was genderless at a women’s counter, men wouldn’t touch it, they did not trust it.
“If you did something genderless, you had to put it at the men’s counter because women don’t care, but if you say to a man it’s unisex, they think of that time they got their eyebrows done somewhere.”

The company is using digital and social media in lieu of print advertising, with pop artist Ugo Bienvenu illustrating a video that will be on social media.

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