Kitsch beauty brand Benefit is looking to strengthen its position in the fragrance sector with the launch of a second fragrance, b spot. According to Benefit’s UK & European md, Ian Marshall fragrance is a key growth area for the brand, and a factor that will help it launch into new markets. The brand has launched in Spain, Portugal, Poland and Italy in the last six months and has plans to enter Holland and Romania in the coming months.
“There is huge potential to grow in fragrance, as well as skin and body care,” Marshall told SPC.. “Our Fake Its will always be at the heart of the brand but the Benefit personality is so strong that we can take it in other directions such as fragrance.”
The new fragrance opens with top notes of freesia, mango, blackcurrant and tangerine, blending into a heart of peony, apple flower, watermelon and white orchid. A sensual base comprising sandalwood, amber and marine accord balances the floral heart.
A ‘body map’ has also been created to show consumers where to apply the fragrance and features on the outer packaging of the scent.
In other news the brand is to open two new shop in shop concepts in the UK. A 650sqft Benefit boutique is to be replicated in speciality department stores, starting with Debenhams’ Chelmsford store in June. A second boutique will open in House of Fraser at Bluewater in August or September.
“This is a really exciting concept for us and we will be rolling out other boutiques in department stores where there is enough retail space,” said Marshall.