NEW YORK, Aug. 14, 2007 – Coty and ZoomSystems are revolutionizing the world of fragrance retail by introducing Star Scents, a 30-square foot automated retail store concept, featuring a portfolio of the hottest celebrity fragrance brands.
"With Coty's diverse portfolio of celebrity scents — a partnership with Zoom was ideal: both companies approach business in an entrepreneurial way and are willing to break new ground in evolving the consumer shopping experience," says Charlotta Perlangeli, Vice President, Global Marketing, Coty Prestige. "Consumers are buying celebrity fragrances because they have an affinity to a star and want a piece of their world... our Star Scent automated stores provide a branded shopping experience unlike any other."
The Star Scents concept will utilize the latest in fragrance sampling technology, via custom built atomizers, whereby dry fragrance microparticles are released into the air with the simple touch of a button, leaving behind no liquid residue. Every atomized sample will be tracked by a proprietary electronic system, through which conversion rates can be measured with unprecedented accuracy.
Fragrances will feature top celebrity icons, including Jennifer Lopez (Glow, Glow After Dark, Live and Live Luxe) for women, and RSVP by Kenneth Cole featuring Jon Bon Jovi and David Beckham Instinct for men. The fragrances will be available in 1-ounce sizes, both travel-friendly and limited in distribution, retailing for $32.00.
"We recognize the Zoom program as an excellent way to reach out to the younger consumer who is not inclined to shop in department stores. The program will feature smaller sizes, at lower price points, to essentially serve as sampling devices, ultimately driving the purchasers to full size product in department stores," says Dennis Keogh, Senior Vice President, US Marketing, Coty Prestige. "For Coty Prestige, we see this as a win/win, and are anxious to roll out the program to additional locations at the conclusion of this test."
Testing will commence in October 2007 and run for six months, encompassing 10 national locations. Locations will consist of the best of high-traffic malls, airports, and lifestyle grocery centers in major metropolitan locations, including, but not limited to: Las Vegas, Atlanta, Dallas, Miami, New York, Chicago and San Jose.