EmmKay Beaute

NEW FRAGRANCES: Smurfumes From the Smurf



From the Smurfs’ village to Toys ‘R’ Us shelves, the storied blue characters are now taking on the fragrance industry with their very own “smurfume.”

On Aug. 9, fragrance manufacturing company First American Brands, Inc. will launch four eaux de toilette, called the Blue Style Smurfs 3-D Collection as well as one eau de parfum, Smurfette Blue Magic fragrance. The product launch will take place at Toys ‘R’ Us in Times Square, where the scents will be sold exclusively.

The Blue Style range, which targets children between the ages of 5 and 10 years old, includes scents named for Smurfs characters Papa, Clumsy and Vanity — all unisex — while Smurfette is exclusively for girls. Among the olfactive notes included are pink pearl apple, melon and mandarin orange, and pink jasmine, angel white lilac and iris. They will be available in 50-ml. and 100-ml. bottles, for $14 and $22 respectively at Toys ‘R’ Us stores and at smurffragrance.com.

Though the blends were created to accompany the summer film “The Smurfs 2,” which came out in theaters July 31, they are intended to stand on their own throughout the year as products of the greater Smurfs brand. “Our goal is to have something that lasts longer, not just with the movie,” said Antonio Lemma, chief executive officer of First American Brands, Inc. “That’s why we focused so much on the packaging. Smurfs is becoming a brand.” The juices are packaged in elliptical-shaped glass bottles that read “Blue Style” with 3-D heads of the characters as the caps.

The fragrance design company is also presenting Smurfette Blue Magic, billed as a more high-end scent targeting women between the ages of 13 and 30. Top notes include oriental mandarin, pink pepper, red raspberry and peach blossom; the heart is a blend of wet leafy greens, hyacinth and transparent lilac, and the base contains sheer amber, patchouli and bright wood. The scent — launching at Toys ‘R’ Us on Aug. 16 — will be available in 50-ml. and 100-ml. bottles, for $38 and $50 respectively. “Smurfette is a more sophisticated fragrance,” said Lemma. “Smurfette is a big celebrity and we are doing a celebrity fragrance. That’s the message we want to send out….She’s a fashionista, she deserves a fragrance.” The scent will be available at Toys ‘R’ Us and online.

To promote the fragrance launch, Smurf costume characters will be in-store on Aug. 9 for photo ops with consumers. Free Smurfs T-shirts and stickers will also be distributed. According to Lemma, the company is partnering with Sony Pictures Animation for online advertising and social media initiatives promoting both the movie and the scents. Lemma also shared that First American Brands is in talks with additional U.S. retailers to expand the collection’s distribution.

Industry sources project first-year sales for the Blue Style Collection and Smurfette Blue Magic combined to reach $5 million globally.

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