Mary Carmichael
Jeyes has looked to interior design as inspiration for its new fine room fragrance collection Sen'chi, which it is backing with £4.5m.
Launching now, three formats and two fragrances make up the range, which aims to combine aesthetically-pleasing formats with sophisticated perfumes at a premium price rate. "The brand introduces tiering into the category," said marketing controller Simon Mitchell. "We have seen similar developments in many other fmcg categories. Consumers enjoy treating themselves to high quality products."
An unusual twisted glass drop pendant coated in fragranced gel and suspended from a chrome stand leads the range (rsp, £5.99, refill, £3.99), which also includes a plug-in diffuser (£7.99, refill, £4.99) and an ivory, scented candle in a clear glass holder (£5.99).
The two fragrances ­ Kyma, described as cool and refreshing and Chara, which aims for warm and sensual tones ­ have been created with real perfume.
Frosted acetate boxes feature either red markings for Chara and blue for Kyma, with clear panels for consumers to see the products and scented labels to enable sampling without opening the boxes.
Marketing is due to start in November and will be spread across TV, radio, press, direct mail and promotions.
The company predicted that Sen'chi would be worth £20m in its first year, with £14m coming from incremental sales.