Cool Water Function[s], a collection of sportier, more active ancillaries to Lancaster's Davidoff Cool Water fragrance line, will debut in April targeting young men ages 15-24.

The extensions of the 10-year-old brand are designed to appeal to a younger consumer base than the original scent, which is positioned to men in their twenties, Lancaster said. Company data show 30% of male Cool Water users and approximately 50% of female Cool Water purchasers fall in the 15-24 age bracket.

Cool Water Function[s] is an eight-SKU line of face, body and sun care products scented with Davidoff Cool Water.

Cool Shave After Shave Gel and Cool O2 Face Shield Oxygen Moisturizer, "a feather light, highly moisturizing anti-stress lotion," will be available in a 1.7 oz. size retailing for $20 and $24, respectively.

Body products, priced from $15 to $18, include Cool Morning Energizing Hair & Body Wash, Cool Hair Gel and Cool Body Rescue Muscle Relieving Gel.

Three sun care products - Cool Sun Saver Water Resistant Gel SPF 8, Cool Sun Saver Stick SPF 25 and Cool Sun Saver Self-Tan SPF 6 - will carry retail prices between $12 and $16 apiece.

The ancillaries are shipping now to 1,000-1,500 department store doors, which represent about 80% of Cool Water's established points of sale, Lancaster said.

To reach the younger audience, Lancaster will run print ads in "hip, trendy" teen-oriented magazines such as Vibe and FHM, as well as comparable women's books like Teen People, Cosmopolitan and Glamour, the company stated.

At-counter sampling will be conducted and scented strips will be included in select youth-oriented magazines. In addition, Lancaster will include samples in "freshman welcome packs" to be distributed in select universities nationwide.

Upcoming ads likely will highlight both the benefits of the line and its "high tech" presentation. The new items are housed in "bag-in-bag" packages comprised of a "cool, frosted PVC outer container with an inner airtight aluminum foil bag in Cool Water blue."

Lancaster Cool Water Function[s] As Target For Young Men

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