Deauville: By Michel Germain Parfums
Deauville
When it comes to his fragrances, Michel Germain is anything but shy. To promote his first fragrance, sexual, he created ads showing him standing on top of a taxi in New York. He also ran an ad with the fragrance balanced on his wife's nude back. His unreserved approach drew enough attention to sexual to quickly land it on the bestseller's list at The Bay and Bloomingdale's. Today, sexual remains one of the top 10 ranked fragrances in sales in both stores.
For his second major US launch, Germain toned down his approach but not his flair for the dramatic. Deauville and Deauville pour Homme draw inspiration from the European resorts near Normandy. Deauville has a classic white bouquet and very European Normandy pear top note, according to Anne MacDonald, account executive for Michel Germain Parfumes, Carleton Place, Canada. The fragrance is apropos of its target market, consumers who appreciate the lifestyle espoused by the chic seaside resorts of the Normandy coast of France. In addition to being one of France's most fashionable resorts, Deauville is Germain's ancestral home.
The bottle and carton is where Germain's personality comes through. Both are based on nautical themes. The bottle, designed by Pierre Dinand, sweeps up and back like the hull of a ship. The silver metallized cap and collar complete the illusion of an elegant racing yacht.
The triangular cartons for Deauville are in the shape of nautical flags, a first according to Michel Germain. Both carry an embossed heraldic lion, a symbol of Normandy.
Despite its appearance, Deauville is priced to appeal to a wide range of consumers. Price points range from $32 for the luxury bath and shower gel to $55 for the 2.5 ounce EDP.
The sparkling glass for the bottles is supplied by Brosse, New York, NY. The triangular cartons and inserts that hold the bottles in place are made by Bellshire, North York, Ontario, Canada. The art deco style cap and collar are supplied by Sern, France. The pumps, finished in silver, are low-profile VP4s from Valois, Greenwich, CT.
Deauville and Deauville pour Homme debuted July 20, 2000 in Bloomingdale's. The women's line includes 2.5 ounce EDP, a 6.7 ounce body lotion and a 6.7 ounce luxury bath and shower gel. The men's line consists of a 2.5 ounce EDT, a 2.5 ounce after-shave spray and a 3.4 ounce after-shave balm.