If you have too much activity with simultaneous launches, the customer is overwhelmed and very few products will actually break through to become successful.
That’s Robert Brady of Givenchy, speaking in 1996 about his company’s decision to delay the US launch of Givenchy Organza so as “to avoid a packed playing field” (via Women’s Wear Daily, 10/25/1996). Strictly speaking, it has nothing to do with today’s fragrance, Organza Indecence, which launched in 1999 as Organza’s “vampy little sister” (Ibid, 5/28/99), I just couldn’t help cracking up when I read it. There were around 200 fragrance launches in 1996; this year, we’re expecting some 800. Enough said…
