The bottle’s design was inspired from CH HAT bOXES’
Javier Roces, Marketing Manager, Carolina Herrera fragrances was in India for the launch of brand’s latest fragrance for women. Here he tells us what makes CH so special…
What was the inspiration behind this perfume?
The inspiration comes from the values of CH Carolina Herrera “comfort, elegance and quality”. It all started with Carolina Herrera Jr. thinking about the CH hat boxes and creating a bottle design from that inspiration. Red was chosen as the main colour, because it is CH’s iconic colour, and it was followed by the CH pattern in leather just like in all the CH accessories. CH had to be the perfect fragrance as in “accessory”.
Into what mood do the olfactive notes take us?
The notes combine the memories and experiences of Carolina Herrera Jr. She loves to travel and in the opening note, we have the inspiration of a walk through Sicily with bergamot, grapefruit and lemon. The middle note includes Carolina’s memories: jasmine (from her mother’s fragrance), orange flower (from her garden), and praline that she loves. All the previous combined with Bulgarian rose. It was conceived as a fresh feminine fragrance to be worn everyday.
Can you tell us more about the interesting use of leather in the design element of the bottle?
Leather was a must because it is a key element on CH’s accessories and brings an immediate sense of quality to the product. In order to incorporate in the design we had to do extensive research and finally to ensure maximum quality, the leather is mounted and an aluminum cylinder that goes between the glass and the leather.
You have a very captivating ad campaign for the fragrance. Please share the thought behind it?
The idea was to communicate CH Carolina Herrera is a lifestyle line that can be present in all the aspects of your life from clothes to accessories but all done with a twist of humour. It was called “Crazy about CH” and it shows a woman in a beautiful country house where everything is covered with CH letters, the wallpaper, sofa, car…It communicates a very elegant environment but with a twist of humour
Beauty is feeling
good in your own skin
Kai Boris Bendix, Managing Director, Nivea India on the brand’s successful passage to India
From a skin care brand, Nivea is repositioning itself as a beauty brand. What have been your strategic moves?
Nivea, on a global scales, is striving to become the leading skin and beauty care brand. With strong growth of worldwide sales to the tune of 10.4 per cent in the first six months of 2008, we are apparently well on track, while anyway being the No.1 skin-care brand in the world at 11.9 per cent market share according to AC Nielsen data. The same strategy is valid for India, where we have just started to operate with our own affiliate Nivea India Pvt. Ltd. from January 2006. While we started with a portfolio of merely 10 products in those days, we have introduced more than 60 advanced products to Indian consumers in the past two years. Particularly our Nivea for Men Whitening range and our latest launch Nivea Visage Sparkling Glow, a comprehensive facial fairness range, are taking the brand from the widely used winter companion Nivea Creme into the aspirational beauty arena of female and male face care.
How has your experience in India been so far?
Compared to the international success of Nivea based on a portfolio of about 1,500 products, our brand presence in India till the year 2006 has been extremely limited and unsatisfying. However, coming "from the middle of nowhere", basically being a cold cream brand, we have seen fantastic success in India in the past two years. Consumers have tremendous trust in the brand and the quality of our products, which translates into a high willingness to try and apparently stay with new products being offered. In the modern super and hypermarket formats, we are the market leaders in male fairness with Nivea for Men Whitening at 40.1 per cent market share (value), in deodorants Nivea Deo is the Number 2 brand at 13.8 per cent share, in the moisturising cream segment Nivea Visage is the market leader at 31 per cent share.
How is your latest star product, Nivea Visage Sparkling Glow different from the plethora of whitening products in India?
Nivea Visage Sparkling Glow fairness comes with a very distinct offering: "Get fair. Stay fair." The unique formula, specifically adapted to Indian skin, contains a White Crystallite Technology based on light-reflecting micro-pigments to give a fair and glowing complexion. It also contains UVA and UVB-filters to prevent the facial skin from tanning and to protect against pre-mature ageing. Thus, the products provide fairness and protect it simultaneously. Also, we are introducing a full fairness regime with the range consisting of 5 products: a face wash for cleansing, a toner for soothing, two day creams for young (18+) and for maturer (30+) skin, and a nourishing night-cream.
What would be your definition of Beauty?
My definition of beauty is: Beauty is not just how you look — it is how you feel and who you are. Ultimately, beauty is feeling good in your own skin.
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