Disney targets fragrance at Latin American boys

By Guy Montague-Jones

- Last updated on GMT

Related tags: United states

Disney's launch of a range of fragrances aimed at boys as young as
four marks the development of an emerging trend.

The Pirates of the Caribbean and Buzz Lightyear themed fragrances will be hitting the shelves in the southern part of Florida and other selected locations across the US in the coming months. Disney Consumer Products (DCP) said it was still in the process of building a distribution network but was surprised by the speed at which retailers were taking on the products. There is little precedent in America for fragrances aimed at young boys but their use is embedded in Hispanic culture. In Latin America and Spain such products have been on the market for years, but in the US, where there are huge Hispanic populations, this niche has yet to be explored to any significant degree. The company will be retailing the fragrances for between $4.99 and $12.99 and is planning to time the launch so it coincides with the holiday season and the release of the latest Pirates of the Caribbean DVD. Disney says it envisages Hispanic parents and grandmothers buying the fragrances for their young relatives. The Spanish fragrance company, Air-Val International, a specialist in the creation of scents for children, is producing the fragrances for DCP. "They have created something that is masculine and very pleasant but appropriate for the age and gender of the target market,"​ said Johanna Mooney from DCP. When asked about the suitability of fragrances for such a young age group the company representative said they are aiming the product at Hispanics whose grooming habits are different from those of other Americans. "Hispanics tend to put fragrances on kids at an early age. We are responding to demand from them and have no intention of trying to change the habits other cultural groups,"​ Mooney added. The bottles for the fragrances have been designed to appeal to the imagination of young boys, which means the base of the Pirates of the Caribbean fragrance will be shaped like a ship with the cap being in the form of a skull. To accompany the cinema release of last year's Disney film, Cars, DCP tested a line of fragrances for boys and it was on the back of that success that the firm decided to launch the latest range. The personal care sector of DCP is set for expansion. The new fragrances will be hitting the US market just as the company launches a range of shampoos and shower gels for children in India. Other companies have brought out skin care products targeted at children in India in the past without achieving significant commercial success. DCP faces the challenge of exploiting small but relatively untapped markets both in the US and India. As the business expands, DCP says it expects retail sales to grow by 13 percent in 2007.

Related topics: Market Trends, Fragrance

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