Agassi, Graf introduce dual fragance line [Archive] - MensTennisForums.com

Agassi, Graf introduce dual fragance line

tennischick
11-02-2005, 05:05 AM
http://toronto.fashion-monitor.com/news.php/beauty/2005102807agassi_graf_fragranc

Andre Agassi signed up with Aramis two years ago, and now his tennis-legend wife is also involved.

Andre Agassi and Steffie Graf - in this case, Stefanie Graf - will become faces of male and female duo beauty products, similar to Coty’s Beckham project signed earlier this year.

Aramis Always for Him, an aquatic wood fragrance, opens with notes of cucumber, gingerroot, lime and mandarin. Its heart contains mint and cardamom while its base is a mix of lentisk, cederwood, amber and vetiver.

Aramis Always for Her, a rich floral scent, opens with tangerine and watercress with a heart of reseda flower, magnolia and hibiscus and closes with milk, Chinese incense and exotic woods.

The Always fragrance will add a feminine touch to the typically masculine Aramis brand. However, its male focus is evident - the male version has more varieties in packaging and sizes, while the women’s scent comes in just two sizes.

In addition, the male fragrance has two ancillaries, a 100ml aftershave balm and a 150ml deodorant spray.

http://toronto.fashion-monitor.com/image_MainArticleImage.php?articleid=2005102807aga ssi_graf_fragranc

Andre Agassi and Steffie Graf Launch Fragrance Duo
Estée Lauder-owned Aramis will launch Always, a fragrance duo inspired by celebrity tennis couple Andre Agassi and Stefanie Graf.

case
11-02-2005, 09:17 AM
Sounds silly.
Sweaty tennis players and Perfume??
Their scent glands were probably destroyed years ago!

BelgianWaffle
11-02-2005, 09:21 AM
lmao these days EVERYONE launches their own scent. It's not even original anymore :rolleyes:

star
11-02-2005, 01:07 PM
I'm waiting for Mirka's to go with Roger's. :)

Who buys all these fragrances anyway? Perfume seems so 80/90's to me.

tennischick
11-02-2005, 02:01 PM
the fact that a skank like Paris Hilton can have the best-selling perfume ever means that there are a lot of individuals out there who believe that a whiff of their idol's perfume just might transform their lives in some meaningful way. heck i don't see why Ms. and Mr. Graf (and Maria) shouldn't exploit that.

joycomesmorning
11-02-2005, 04:24 PM
the fact that a skank like Paris Hilton can have the best-selling perfume ever means that there are a lot of individuals out there who believe that a whiff of their idol's perfume just might transform their lives in some meaningful way. heck i don't see why Ms. and Mr. Graf (and Maria) shouldn't exploit that.
I LOVE Steffi...but without her husband, I don't think that Aramis (Estee Lauder) is coming after her will a multi-million dollar per year contract to be the spokesperson for a line of perfumes (or Canon cameras or Genworth financial)...so while in tennis-court reference we may have Mr and Ms Graf... in the world of product endorsements (where the REAL money in sports exists), I think we have to call them Mr. and Mrs. Agassi.

jcm

PaulieM
11-02-2005, 04:34 PM
i understand people like sharapova or paris hilton putting out fragrances because being blonde, skinny and rich makes you highly marketable. while andre and steffi are great tennis players and well known, i just don't see them having the same kind of huge marketability as some of the other people that have put out fragrances, it's a little harder to sell someone, especially the demographic that comsumes the most, on the idea of wanting to smell like almost middle-aged, retired or close to retired athletes. they don't exactly exude the upscale yet youthful and sexy vibe that most consumers young and "old" strive for these days. not exactly the kind of celebrity i'd be trying to sell if was estee lauder. :shrug:

cincy
11-02-2005, 09:05 PM
i understand people like sharapova or paris hilton putting out fragrances because being blonde, skinny and rich makes you highly marketable. while andre and steffi are great tennis players and well known, i just don't see them having the same kind of huge marketability as some of the other people that have put out fragrances, it's a little harder to sell someone, especially the demographic that comsumes the most, on the idea of wanting to smell like almost middle-aged, retired or close to retired athletes. they don't exactly exude the upscale yet youthful and sexy vibe that most consumers young and "old" strive for these days. not exactly the kind of celebrity i'd be trying to sell if was estee lauder

YOU may not understand what's happening but allow me to explain as best I can.

Estee Lauder is one of (if not the) biggest cosmetics firms in the world (certainly in the U.S.) and they don't make mistakes when it comes to choosing who will promote their products. They do reams of research marketing. They don't just pick a name out of a hat.

Estee Lauder wanted to re-introduce the "Aramis" line of products a couple of years ago and they chose Andre Agassi as their spokesman. The re-introduction was a success, a great success. THAT's why Estee Lauder is now using BOTH Andre Agassi and Steffi Graf to introduce a women's line to the "Aramis" brand. If the first venture had not succeeded then there would not have been a second venture. Get it??

In Germany, Steffi is the star of the family, not Andre. Why wouldn't a smart company like Estee Lauder decide to also use Steffi, along with Andre to introduce the women's line in Europe. Steffi is also very big in Japan and China. (She did plenty of endorsments before Andre came along.)

especially the demographic that comsumes the most

The demo that SPENDS the most money on upscale merchandise is the over 40 group . . . not the teens. Teens are a "throw away" society and their tastes change . . . daily, it seems. They aren't needed by Lauder. Understand?

Everything that Andre, Steffi or Andre AND Steffi are endorsing have been very successful so far. I don't think the Lauder people are worried about anything.

star
11-02-2005, 09:05 PM
i understand people like sharapova or paris hilton putting out fragrances because being blonde, skinny and rich makes you highly marketable. while andre and steffi are great tennis players and well known, i just don't see them having the same kind of huge marketability as some of the other people that have put out fragrances, it's a little harder to sell someone, especially the demographic that comsumes the most, on the idea of wanting to smell like almost middle-aged, retired or close to retired athletes. they don't exactly exude the upscale yet youthful and sexy vibe that most consumers young and "old" strive for these days. not exactly the kind of celebrity i'd be trying to sell if was estee lauder. :shrug:

But, Estee Lauder products aren't usually young and hip, are they?

celia
11-02-2005, 11:18 PM
i understand people like sharapova or paris hilton putting out fragrances because being blonde, skinny and rich makes you highly marketable. while andre and steffi are great tennis players and well known, i just don't see them having the same kind of huge marketability as some of the other people that have put out fragrances, it's a little harder to sell someone, especially the demographic that comsumes the most, on the idea of wanting to smell like almost middle-aged, retired or close to retired athletes. they don't exactly exude the upscale yet youthful and sexy vibe that most consumers young and "old" strive for these days. not exactly the kind of celebrity i'd be trying to sell if was estee lauder. :shrug:
i hear you but the young hip demographic is not the only demographic. old fogies like to smell nice too. and they -- plus some of the young hipsters -- will actually buy the Andre + Steffi product. seems like a sure winner to me. i almost bought Aramis for my boyfriend one year but it was out of my range of affordability at the time.

RogiFan88
11-03-2005, 01:12 AM
Are these fragrances interchangeable?

mangoes
11-03-2005, 01:20 AM
HHHHmmmmmmmmmmmmmmm..............Interesting. That's an interesting marketing choice for Estee Lauder.

Federerhingis
11-03-2005, 02:51 AM
But, Estee Lauder products aren't usually young and hip, are they?

Hahaha. I am gonna ask my mother what she thinks about her beloved Estee Lauder products, she believes Lauder along with her clinique products will keep her forever looking radiant. :lol: :tape: :o (she certainly would think so) :haha:

njnetswill
11-03-2005, 03:02 AM
:unsure:

YoursTruly
11-03-2005, 03:36 AM
WHAT?! Mr. and Mrs. Agassi have a fragrance now but they can't play mixed-doubles together?!!

But I think this is cool. A husband-wife/killer legend-champion team putting out their own fragrances. It's definitely more appealing and credible than any skank or untalented wannabe putting out their nasty perfume.

Interesting though, because Graf has done a good share of ads and endorsements, but it's both surprising but still unsurprising that she would have her own fragrance because she was all-business and fierce on court but she was so elegant and classy out of the court. So she really should have had her own fragrance. It's also funny that she's only on her first one while her friend and former rival/doubles partner Gabriela is already more than six fragrances already! :)

PaulieM
11-03-2005, 03:45 PM
i hear you but the young hip demographic is not the only demographic. old fogies like to smell nice too. and they -- plus some of the young hipsters -- will actually buy the Andre + Steffi product. seems like a sure winner to me. i almost bought Aramis for my boyfriend one year but it was out of my range of affordability at the time.
it's definitely not the only demographic, i don't think i remember saying that either, just that it's a major demographic and right now anyway the most profitable. it's just that these days even a lot of older people are so busy trying to be young and vibrant etc. it's embarassing sometimes the way the idea of age appropriateness has gone out the window, i've seen so many older women buying paris hilton stuff it's :scared: well actually i find it scary when anyone buys that stuff. :shrug:

cincy
11-03-2005, 03:48 PM
I am gonna ask my mother what she thinks about her beloved Estee Lauder products, she believes Lauder along with her clinique products will keep her forever looking radiant.

I don't know about your Mom but I've been using Clinique products for over 30 years and I don't have a winkle. It's expensive as heck but I'll use it for the rest of my life.

It's also funny that she's only on her first one while her friend and former rival/doubles partner Gabriela is already more than six fragrances already!

Perhaps Steffi never wanted a fragrance named for her!!! Besides, what else does Gaby have by way of endorsements? (I've not even seen Gaby's line of fragrances anywhere in the States so I can't say how they smell. But, I do like Gaby.)

cincy
11-03-2005, 03:54 PM
just that it's a major demographic and right now anyway the most profitable

No, it isn't the most profitable!!! Over 40 is the most profitable demographic. Read some of the financial magazines!! There are more "old" people than young people in the U.S.

Another thing . . . what exactly is "Paris Hilton stuff"? I know she has a perfume and a book (even though she admits she can't read well). What other "stuff" does she have on the market?

PaulieM
11-03-2005, 03:57 PM
YOU may not understand what's happening but allow me to explain as best I can.

Estee Lauder is one of (if not the) biggest cosmetics firms in the world (certainly in the U.S.) and they don't make mistakes when it comes to choosing who will promote their products. They do reams of research marketing. They don't just pick a name out of a hat.

Estee Lauder wanted to re-introduce the "Aramis" line of products a couple of years ago and they chose Andre Agassi as their spokesman. The re-introduction was a success, a great success. THAT's why Estee Lauder is now using BOTH Andre Agassi and Steffi Graf to introduce a women's line to the "Aramis" brand. If the first venture had not succeeded then there would not have been a second venture. Get it??

In Germany, Steffi is the star of the family, not Andre. Why wouldn't a smart company like Estee Lauder decide to also use Steffi, along with Andre to introduce the women's line in Europe. Steffi is also very big in Japan and China. (She did plenty of endorsments before Andre came along.)



The demo that SPENDS the most money on upscale merchandise is the over 40 group . . . not the teens. Teens are a "throw away" society and their tastes change . . . daily, it seems. They aren't needed by Lauder. Understand?

Everything that Andre, Steffi or Andre AND Steffi are endorsing have been very successful so far. I don't think the Lauder people are worried about anything.

thanks for your unnecessarily condescending post, as someone who is studying marketing i understand many of the concepts involved in a decision like this a lot better than you might think. i never said that they should market to the teenage audience, just an audience perhaps between the ages of 25-40, which actually tends to be highly stable in their purchasing choices. my point is there are more marketable celebrities that estee lauder could use to market their product, in the past they've used celebrities such elizabeth hurley to market their products, someone who would have a much wider appeal with a younger generation as well as the middle aged generation than andre and steffi and also has tons of international appeal. yes estee lauder has been marketing their products for ages and lot more probably went into the decision than we have the facts for, but that doesn't mean there might have been better options available. companies make mistakes in marketing all the time, and it's my opinion that they could have chosen a different and perhaps more effective strategy that's all.

PaulieM
11-03-2005, 04:00 PM
No, it isn't the most profitable!!! Over 40 is the most profitable demographic. Read some of the financial magazines!! There are more "old" people than young people in the U.S.

Another thing . . . what exactly is "Paris Hilton stuff"? I know she has a perfume and a book (even though she admits she can't read well). What other "stuff" does she have on the market?
she has 2 frangrances, 2 books i think, is apparently working on a cosmetic line as well, and does some other stuff with a chain of night clubs that she helps promote, as well as an album she's been talking about putting out for ages.

MissMoJo
11-03-2005, 04:02 PM
Another thing . . . what exactly is "Paris Hilton stuff"? I know she has a perfume and a book (even though she admits she can't read well). What other "stuff" does she have on the market?
She also has a line of tacky, costume jewellery
http://www.msnbc.msn.com/id/5888425/

maratski
11-03-2005, 05:55 PM
did they run out of money :scratch:

RogiFan88
11-03-2005, 07:30 PM
did they run out of money :scratch:

:p