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The number of fragrance launches continued unabated last year, though it's more difficult than ever to make a lasting impression. Women's launches were the clear winner (a reversal from 2002), accounting for 14 percent of total women's sales for the year, according to Timra Carlson, president of NPD Beauty. Flanker fragrances also made a strong showing. Here, the top launches of 2003 and how they're performing thus far this year.
1. Beyond Paradise, Estee Lauder; 2003 Sales: $41.4 million; launched: July. Year-to-date 2004 Ranking Within Gender: 3
With its eye-catching visuals and a super-aggressive marketing plan, Beyond Paradise successfully attracted a younger demographic, helping Lauder cement its top spot in the fragrance hierarchy and lay the ground for future growth.
2. Happy Heart, Clinique; 2003 Sales: $32 million; launched: January. Year-to-date 2004 Ranking Within Gender: 16
Talk about flanker power. Happy Heart, an offshoot of Clinique's...